ORGANIZATIONAL CAPABILITIES AND COMPANY BRAND POSITIONING: A GROUNDED THEORY APPROACH

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OMIDIKIA KAMRAN; MOSHABBAKI ASGHAR; KHODADAD HOSSEINI SEYED HAMID; AZIZI SHAHRYAR

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Paper Information

Journal: STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT) Year:2012 | Volume:6 | Issue:1 (11) Page(s): 35-72

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Title

ORGANIZATIONAL CAPABILITIES AND COMPANY BRAND POSITIONING: A GROUNDED THEORY APPROACH

Author(s)

OMIDIKIA KAMRAN | MOSHABBAKI ASGHAR | KHODADAD HOSSEINI SEYED HAMID | AZIZI SHAHRYAR | Issue Writer Certificate

Keywords

BRAND POSITIONINGQ2

ORGANIZATIONAL CAPABILITIESQ1

GROUNDED THEORYQ1

Abstract

This qualitative research tries to find the capabilities that are necessary to BRAND POSITIONING in a systematic model by using GROUNDED THEORY. Previous researches in BRAND POSITIONING are very limited and most of them are one-sided (from the customer’s point of view), quantitative and abstractive. BRAND POSITIONING is analyzed from an intra-organizational viewpoint in accordance with ORGANIZATIONAL CAPABILITIES approach in strategic management. To do that, depth interviews were conducted with managers of famous food companies. Analyzed data based on GROUNDED THEORY showed that organizational stability provides good context for strengthening identity-building brand capabilities. This identity helps to position brand through image-maker capabilities. Managerial competencies and market dynamism as intervening and context creating conditions strengthen and accelerate the BRAND POSITIONING.

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APA: Copy

OMIDIKIA, KAMRAN, MOSHABBAKI, ASGHAR, KHODADAD HOSSEINI, SEYED HAMID, & AZIZI, SHAHRYAR. (2012). ORGANIZATIONAL CAPABILITIES AND COMPANY BRAND POSITIONING: A GROUNDED THEORY APPROACH. STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT), 6(1 (11)), 35-72. SID. https://sid.ir/paper/129822/en

Vancouver: Copy

OMIDIKIA KAMRAN, MOSHABBAKI ASGHAR, KHODADAD HOSSEINI SEYED HAMID, AZIZI SHAHRYAR. ORGANIZATIONAL CAPABILITIES AND COMPANY BRAND POSITIONING: A GROUNDED THEORY APPROACH. STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT)[Internet]. 2012;6(1 (11)):35-72. Available from: https://sid.ir/paper/129822/en

IEEE: Copy

KAMRAN OMIDIKIA, ASGHAR MOSHABBAKI, SEYED HAMID KHODADAD HOSSEINI, and SHAHRYAR AZIZI, “ORGANIZATIONAL CAPABILITIES AND COMPANY BRAND POSITIONING: A GROUNDED THEORY APPROACH,” STRATEGIC MANAGEMENT THOUGHT (MANAGEMENT THOUGHT), vol. 6, no. 1 (11), pp. 35–72, 2012, [Online]. Available: https://sid.ir/paper/129822/en

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