Sustainable Brand-Based Innovation

The Role of Corporate Brands in Driving Sustainable Innovation

Nicky Nedergaard, Richard Gyrd-Jones

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation processes. The article applies the concept of design thinking to develop a framework for Sustainable Brand-based Innovation. It is suggested that traditional market-oriented strategies should be complemented with intuitive thinking and abductive reasoning as associated with the concept of design thinking. On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii) considering the current and future scope of firm resources needed to attain and sustain competitive advantages (resource orientation). The article illustrates the framework through analysing the processes behind new business development and innovation of the luxury consumer electronics brand Bang & Olufsen. Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed.
Original languageEnglish
JournalJournal of Brand Management
Volume20
Issue number9
Pages (from-to)762–778
ISSN1350-231X
DOIs
Publication statusPublished - 2013

Cite this

@article{acc802b7800b4f3c970f8f002328f477,
title = "Sustainable Brand-Based Innovation: The Role of Corporate Brands in Driving Sustainable Innovation",
abstract = "The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation processes. The article applies the concept of design thinking to develop a framework for Sustainable Brand-based Innovation. It is suggested that traditional market-oriented strategies should be complemented with intuitive thinking and abductive reasoning as associated with the concept of design thinking. On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii) considering the current and future scope of firm resources needed to attain and sustain competitive advantages (resource orientation). The article illustrates the framework through analysing the processes behind new business development and innovation of the luxury consumer electronics brand Bang & Olufsen. Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed.",
keywords = "Brand leadership, Brand Orientation, Corporate brand, Design thinking, Radical innovation, Sustainable competitive advantage",
author = "Nicky Nedergaard and Richard Gyrd-Jones",
year = "2013",
doi = "10.1057/bm.2013.16",
language = "English",
volume = "20",
pages = "762–778",
journal = "Journal of Brand Management",
issn = "1350-231X",
publisher = "Palgrave Macmillan Ltd.",
number = "9",

}

Sustainable Brand-Based Innovation : The Role of Corporate Brands in Driving Sustainable Innovation. / Nedergaard, Nicky; Gyrd-Jones, Richard.

In: Journal of Brand Management, Vol. 20, No. 9, 2013, p. 762–778.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Sustainable Brand-Based Innovation

T2 - The Role of Corporate Brands in Driving Sustainable Innovation

AU - Nedergaard, Nicky

AU - Gyrd-Jones, Richard

PY - 2013

Y1 - 2013

N2 - The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation processes. The article applies the concept of design thinking to develop a framework for Sustainable Brand-based Innovation. It is suggested that traditional market-oriented strategies should be complemented with intuitive thinking and abductive reasoning as associated with the concept of design thinking. On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii) considering the current and future scope of firm resources needed to attain and sustain competitive advantages (resource orientation). The article illustrates the framework through analysing the processes behind new business development and innovation of the luxury consumer electronics brand Bang & Olufsen. Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed.

AB - The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation processes. The article applies the concept of design thinking to develop a framework for Sustainable Brand-based Innovation. It is suggested that traditional market-oriented strategies should be complemented with intuitive thinking and abductive reasoning as associated with the concept of design thinking. On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii) considering the current and future scope of firm resources needed to attain and sustain competitive advantages (resource orientation). The article illustrates the framework through analysing the processes behind new business development and innovation of the luxury consumer electronics brand Bang & Olufsen. Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed.

KW - Brand leadership

KW - Brand Orientation

KW - Corporate brand

KW - Design thinking

KW - Radical innovation

KW - Sustainable competitive advantage

U2 - 10.1057/bm.2013.16

DO - 10.1057/bm.2013.16

M3 - Journal article

VL - 20

SP - 762

EP - 778

JO - Journal of Brand Management

JF - Journal of Brand Management

SN - 1350-231X

IS - 9

ER -