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.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:656268 |
| Date | January 2014 |
| Creators | Küng, Robert |
| Contributors | Davies, Barry ; Ward, Philippa |
| Publisher | University of Gloucestershire |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://eprints.glos.ac.uk/2455/ |
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