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 Advisor Email URL Davies, Barry bdavies@glos.ac.uk https://www.glos.ac.uk/staff/profile/barry-davies/ Ward, Philippa pward@glos.ac.uk https://www.glos.ac.uk/staff/profile/philippa-ward/
Uncontrolled Keywords:	Coopetition, Central Europe, Sanitary ware, heating and plumbing distribution (SHAP)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Schools and Research Institutes > School of Business, Computing and Social Sciences
Depositing User:	Susan Turner
Date Deposited:	15 Jul 2015 13:55
Last Modified:	02 Aug 2023 08:33
URI:	https://eprints.glos.ac.uk/id/eprint/2455

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