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Corporate brand strategy formation / Vallastera Christine in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1133–1143 Titre : Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand Type de document : texte imprimé Auteurs : Vallastera Christine, Auteur ; Lindgreen Adam, Auteur Année de publication : 2012 Article en page(s) : pp.1133–1143 Langues : Anglais (eng) Mots-clés : brand  values  ;  brand  actors  ;situational  context  ;social  interactions Index. décimale : 650 Résumé : Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001362 [article] Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand [texte imprimé] / Vallastera Christine, Auteur ; Lindgreen Adam, Auteur . - 2012 . - pp.1133–1143. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1133–1143 Mots-clés : brand  values  ;  brand  actors  ;situational  context  ;social  interactions Index. décimale : 650 Résumé : Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001362