دانلود رایگان مقاله لاتین منبع بازاریابی از سایت الزویر
عنوان فارسی مقاله:
حرکت با قلمرو: اهرم عمومی به عنوان یک منبع بازاریابی
عنوان انگلیسی مقاله:
It goes with the territory: Communal leverage as a marketing resource
سال انتشار : 2016
برای دانلود رایگان مقاله منبع بازاریابی اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
2. Theoretical background
2.1. Territorial brand as a valuable marketing resource for an OSF Umbrella branding theory suggests that quality perceptions associated with a parent brand transfer to brand extensions (Erdem, 1998; Hakenes & Peitz, 2009; Wernerfelt, 1988). Consequently, consumers use the parent brand as an umbrella to evaluate those extensions, often to resolve asymmetric information problems (Balachander & Ghose, 2003; Erdem, 1998). In the case of OSFs, the parent brand is the territorial brand; the resources obtained from an origin lead to an inextricable, stable link between the origin and the products made in that origin by OSFs (Iversen & Hem, 2008). Typically, intangibles such as branding are mobile firm resources. However, an OSF essentially brands the origin as well as its product in terms of their provenance. This provenance is the territorial brand — a unique, geographically bounded, non-proprietary, and overarching brand shared by all firms within an origin (Charters & Spielmann, 2014). When inheriting the properties of the territorial brand, OSFs maintain their product's origin associations and grow their businesses by transferring the quality perceptions associated with the origin to their firm, and by default their products (Erdem, 1998). According to the resource-based view, firms must conceive their marketing strategies and/or strategic orientations in terms of the variety and value of the resources they own and control. This leads to competitive advantage, presuming that resources are exclusive to a firm (Peteraf, 1993; Priem & Butler, 2001), and that they relate to valuable and rare intangibles and capabilities (Day, 2011; Hunt & Morgan, 1995) that are difficult to imitate. Unfortunately, this perspective excludes insights gained by examining the competitive advantage achieved by the cooperative efforts of competing firms that sometimes have to share origin resources. The conceptualization of a territorial brand clearly references a joint marketing strategy – and interaction – among OSFs (Charters & Spielmann, 2014). Yet the literature lacks a perspective on how firms use a territorial brand as a valuable marketing resource, and how this shared asset can lead to competitive advantage for the individual firm. Formally: P1. The territorial brand is a non-proprietary marketing resource used by all OSFs, giving each OSF competitive advantage. P2. Resources sourced from a shared origin can become proprietary to the firm and contribute to the competitive advantage of OSFs.
برای دانلود رایگان مقاله منبع بازاریابی اینجا کلیک نمایید.
کلمات کلیدی:
It goes with the territory: Communal leverage as a marketing resource ... trove.nla.gov.au/work/217058131 Dec 1, 2016 - Through communal leverage, multiple individual brands interact with an ... A territory's physical resources and capabilities are precursors of ... It goes with the territory : communal leverage as a marketing resource ... https://www.econbiz.de/...communal-leverage-as-a-marketing-resource.../100115974... It goes with the territory : communal leverage as a marketing resource. Nathalie Spielmann, Christopher Williams. Year of publication: December 2016. Authors ... It goes with the territory: Communal leverage as a marketing resource ... https://www.deepdyve.com/.../it-goes-with-the-territory-communal-leverage-as-a-mar... Read "It goes with the territory: Communal leverage as a marketing resource, Journal of Business Research" on DeepDyve, the largest online rental service for ... It goes with the territory: Communal leverage as a marketing resource https://www.tib.eu/.../It-goes-with-the-territory-Communal-leverage... Translate this page It goes with the territory: Communal leverage as a marketing resource ... Marketing resources, performance, and competitive advantage: A review and future ... It goes with the territory: Communal leverage as a marketing resource ... unibazaar.ir/.../it-goes-with-the-territory-communal-leverage-as-a-... Translate this page Jul 21, 2016 - Abstract This study explores mechanisms that lead to the creation of durable competitive territorial brands. An examination of research on ... Origin-Specific Resources and Location-Bound Co-opetition: A Case ... proceedings.aom.org/content/2016/1/11876 by C Williams - 2016 Origin-Specific Resources and Location-Bound Co-opetition: A Case of ... 'communal leverage' occurs: an evolving 'give and take' of valuable marketing resources between a ... Through communal leverage, multiple individual brands interact ... Community marketing - Wikipedia https://en.wikipedia.org/wiki/Community_marketing Community marketing is a strategy to engage an audience in an active, non-intrusive prospect ... engage, and leverage Advocates - Allow enthused and loyal customers to benefit your overall marketing through Word ... that reduces negativity and positions the providing company as a resource, rather than simply a vendor.
