Küng, Robert (2014) Building corporate branding theory in a coopetitive market. PhD thesis, University of Gloucestershire.
Dissertation - dec 2014_1 - Kueng PhD thesis.pdf
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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)|
|Uncontrolled Keywords:||Coopetition, Central Europe, Sanitary ware, heating and plumbing distribution (SHAP)|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Schools and Research Institutes > 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|