Building corporate branding theory in a coopetitive market

Küng, Robert (2014) Building corporate branding theory in a coopetitive market. PhD thesis, University of Gloucestershire.

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Abstract

The primary objective of the research was to develop a theory of corporate branding that could be applied in a 'coopetitive' market context. The context was that of sanitary ware, heating and plumbing (SHAP) industry in Central Europe (CE). As a professional distribution channel with channel member interdependencies that [sic] and multiple brands, coopetition is created. The channel is also subject to legislation that limits the actions of its members - adding restrictions and complexities to the creation of a corporate brand.

Item Type: Thesis (PhD)
Thesis Advisors:
Thesis AdvisorEmailURL
Davies, Barrybdavies@glos.ac.ukUNSPECIFIED
Ward, Philippapward@glos.ac.ukUNSPECIFIED
Uncontrolled Keywords: Coopetition, Central Europe, Sanitary ware, heating and plumbing distribution (SHAP)
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management
Depositing User: Susan Turner
Date Deposited: 15 Jul 2015 13:55
Last Modified: 22 Sep 2016 12:34
URI: http://eprints.glos.ac.uk/id/eprint/2455

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