This DBA thesis explores the development of a corporate brand in a
transitional economy, a previously under-explored context. The work employs
a qualitative exploratory case-study research strategy involving a leader in the
FMCG industry in Albania. This helps to set a positive example for the rest of
the industry in the context of a transitional economy. Agna Group, the case
study in focus, is a FMCG company operating in a domestic market, thus
contributing to further insights in the area of corporate brand development and
management from a business context which has been under-explored to date,
as main focus of corporate branding has been on MNCs. A conceptual
framework of corporate brand building and management is initially introduced,
and its relevance in the transitional economy of Albania is further explored.
The research benefits from the privileged access of the researcher in the case
study organization, and the triangulation of a variety of data collected through
in-depth interviews, documentation, and observations.
The research advances our knowledge and practice of corporate brand
building and management by adding to empirical work in the area. It indicates
the constructs and practicalities involved in corporate brand development and
management in a transitional economy context. This is an important
contribution as the literature to date has predominantly focused on developed
countries, i.e North America and Western Europe. The research showcases
the six main constructs involved in corporate brand development and
management and the three main drivers behind them. Research indicates that
corporate brand building and management is strongly impacted by culture, as
well as market context influence.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/19396 |
| Date | January 2018 |
| Creators | Bici, Alma |
| Contributors | Roper, Stuart, Muir, Jonathan |
| Publisher | University of Bradford, Faculty of Management and Law |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Thesis, doctoral, DBA |
| Rights | <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>. |
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