When is brand orientation a useful strategic posture?

Nathaniel Boso, Paige S Carter and Jonathan Annan
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Nathaniel Boso: Leeds University Business School, University of Leeds, Leeds

Journal of Brand Management, 2016, vol. 23, issue 4, No 1, 363-382

Abstract: 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.

Keywords: brand orientation; transformational leadership; inter-functional collaboration; MNE subsidiary; commonwealth Caribbean region (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/bm.2016.15

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