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Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

Tatoglu, E and Sahadev, S and Demirbag, M (2018) 'Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance.' Journal of East European Management Studies, 23 (3). 446 - 472. ISSN 0949-6181

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Abstract

Firms in emerging countries often face different sets of challenges in developing their brand management strategies. Drawing on the dynamic capabilities view, the present study examines brand management practices among firms in an emerging country. Drawing on a survey of 224 firms in Turkey, the study first aims to segment firms in terms of their adoption level of brand management practices and then relate them to their overall firm and brand performances. A three-cluster solution emerging from a K-means cluster analysis reveals that firms show significant differences with respect to both performance dimensions. The findings of the study also provide evidence to the view that brand management practices add to the dynamic capabilities of emerging country firms. Finally, the study concludes with practical implications and avenues for future research.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Social Sciences > Essex Business School
Faculty of Social Sciences > Essex Business School > Management Science and Entrepreneurship Group
Depositing User: Elements
Date Deposited: 08 Aug 2018 10:04
Last Modified: 04 Dec 2018 12:15
URI: http://repository.essex.ac.uk/id/eprint/22780

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