Brand strategy, market orientation and competitive advantage
Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The study finds that a brand strategy has a stronger impact on competitive advantage compared to market orientation. Originality/value The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Year of publication: |
2023
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Published in: |
Strategic Direction. - Emerald Publishing Limited, ISSN 0258-0543, ZDB-ID 2089990-7. - Vol. 39.2023, 9, p. 30-32
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Publisher: |
Emerald Publishing Limited |
Subject: | Competitive advantage | Market orientation | Brand strategy |
Saved in:
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