Boso, N, Carter, PS and Annan, J (2016) When is brand orientation a useful strategic posture? Journal of Brand Management, 23 (4). pp. 363-382. ISSN 1350-231X
Abstract
This study examines the extent to which the effect of brand orientation on sales performance is contingent upon levels of transformational leadership and inter-functional collaboration. Using primary data from 108 subsidiaries of multinational enterprises (MNEs) operating in the Commonwealth Caribbean region, the study finds that brand orientation is not directly related to sales performance. However, findings show that brand orientation is positively related to sales performance when levels of both transformational leadership and inter-functional collaboration are high. Theoretical implications of these findings are discussed while drawing lessons for MNE subsidiary brand management practice.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | (c) Palgrave Macmillan, a division of Macmillan Publishers Ltd 2016. This is a post-peer-review, pre-copyedit version of an article published in the Journal of Brand Management. The definitive publisher-authenticated version 'Boso, N, Carter, PS and Annan, J (2016) When is brand orientation a useful strategic posture? Journal of Brand Management, 23 (4). pp. 363-382. ISSN 1350-231X. doi: 10.1057/bm.2016.15' is available online at: http://doi.org/10.1057/bm.2016.15 |
Keywords: | Brand Orientation; Transformational Leadership; Inter-Functional Collaboration; MNE Subsidiary; Commonwealth Caribbean Region |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 23 May 2016 11:17 |
Last Modified: | 30 Jul 2017 07:58 |
Published Version: | http://doi.org/10.1057/bm.2016.15 |
Status: | Published |
Publisher: | Palgrave Macmillan |
Identification Number: | 10.1057/bm.2016.15 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:99632 |