Exploring the Impact of Silos in Achieving Brand Orientation

Richard Gyrd-Jones, Clive Helm, Jonas Munk

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

Brands are widely recognised as important sources of competitive advantage. The newly emerged concept of brand orientation has be used to assess the extent to which the whole organisation is orientated around the brand and thus the extent to which organisational resources are focused around maximising brand potential. Whilst offering potential to improve our understanding of how brands can be effectively managed and offering practitioners a set of tool to this end, this concept is limited in both its empirical and theoretical foundations. Through a case study this paper documents how functional silos are associated with different mindsets that create barriers to the achievement of brand orientation. The case follows a medium sized manufacturing company in its efforts to introduce a brand revitalization strategy across the organization. Despite the strategy having top management full support, the strategy was not successful due to conflicts in priorities across the functional silos of the organisation. The paper contributes to the literature by highlighting the barriers to the achievement of brand orientation through a focus on silos and mindsets. The paper concludes that the brand platform must be implemented meaningfully within each silo.
Original languageEnglish
Publication date2012
Number of pages7
Publication statusPublished - 2012
EventThe Australian & New Zealand Marketing Academy Conference (ANZMAC) - Adelaide, Australia
Duration: 3 Dec 20125 Dec 2012
http://anzmac.info/conference/2012/

Conference

ConferenceThe Australian & New Zealand Marketing Academy Conference (ANZMAC)
CountryAustralia
CityAdelaide
Period03/12/201205/12/2012
Internet address

Bibliographical note

CBS Library does not have access to the material

Cite this

Gyrd-Jones, R., Helm, C., & Munk, J. (2012). Exploring the Impact of Silos in Achieving Brand Orientation. Paper presented at The Australian & New Zealand Marketing Academy Conference (ANZMAC), Adelaide, Australia.
Gyrd-Jones, Richard ; Helm, Clive ; Munk, Jonas. / Exploring the Impact of Silos in Achieving Brand Orientation. Paper presented at The Australian & New Zealand Marketing Academy Conference (ANZMAC), Adelaide, Australia.7 p.
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Gyrd-Jones, R, Helm, C & Munk, J 2012, 'Exploring the Impact of Silos in Achieving Brand Orientation' Paper presented at The Australian & New Zealand Marketing Academy Conference (ANZMAC), Adelaide, Australia, 03/12/2012 - 05/12/2012, .

Exploring the Impact of Silos in Achieving Brand Orientation. / Gyrd-Jones, Richard; Helm, Clive; Munk, Jonas.

2012. Paper presented at The Australian & New Zealand Marketing Academy Conference (ANZMAC), Adelaide, Australia.

Research output: Contribution to conferencePaperResearchpeer-review

TY - CONF

T1 - Exploring the Impact of Silos in Achieving Brand Orientation

AU - Gyrd-Jones, Richard

AU - Helm, Clive

AU - Munk, Jonas

N1 - CBS Library does not have access to the material

PY - 2012

Y1 - 2012

N2 - Brands are widely recognised as important sources of competitive advantage. The newly emerged concept of brand orientation has be used to assess the extent to which the whole organisation is orientated around the brand and thus the extent to which organisational resources are focused around maximising brand potential. Whilst offering potential to improve our understanding of how brands can be effectively managed and offering practitioners a set of tool to this end, this concept is limited in both its empirical and theoretical foundations. Through a case study this paper documents how functional silos are associated with different mindsets that create barriers to the achievement of brand orientation. The case follows a medium sized manufacturing company in its efforts to introduce a brand revitalization strategy across the organization. Despite the strategy having top management full support, the strategy was not successful due to conflicts in priorities across the functional silos of the organisation. The paper contributes to the literature by highlighting the barriers to the achievement of brand orientation through a focus on silos and mindsets. The paper concludes that the brand platform must be implemented meaningfully within each silo.

AB - Brands are widely recognised as important sources of competitive advantage. The newly emerged concept of brand orientation has be used to assess the extent to which the whole organisation is orientated around the brand and thus the extent to which organisational resources are focused around maximising brand potential. Whilst offering potential to improve our understanding of how brands can be effectively managed and offering practitioners a set of tool to this end, this concept is limited in both its empirical and theoretical foundations. Through a case study this paper documents how functional silos are associated with different mindsets that create barriers to the achievement of brand orientation. The case follows a medium sized manufacturing company in its efforts to introduce a brand revitalization strategy across the organization. Despite the strategy having top management full support, the strategy was not successful due to conflicts in priorities across the functional silos of the organisation. The paper contributes to the literature by highlighting the barriers to the achievement of brand orientation through a focus on silos and mindsets. The paper concludes that the brand platform must be implemented meaningfully within each silo.

KW - Brand Orientation

KW - Silos

KW - Mindsets

KW - Case study

M3 - Paper

ER -

Gyrd-Jones R, Helm C, Munk J. Exploring the Impact of Silos in Achieving Brand Orientation. 2012. Paper presented at The Australian & New Zealand Marketing Academy Conference (ANZMAC), Adelaide, Australia.