Institutionalizing the brand at the multinational enterprise: towards a qualitative diagnosis

S.J. Paliwoda, T.G. Andrews, R. Banomyong

Research output: Contribution to conferencePaper

Abstract

In view of the progressive globalization of markets, multinational enterprises (MNEs) are focusing on the need to harmonize their internal brand identities in the interest of long-term strength and coherency. Drawing from organization studies, brand theorists have responded to these developments by directing research not just on the alignment of outward employee actions and behaviours but more specifically on their values and beliefs - and how to align these with the core values of the organizational brand. However, at the cross-national level our understanding of how far differing employee values - conditioned by the specific socio-cultural context in which they are embedded - may challenge and obfuscate these efforts at alignment is sparse and inadequate. The purpose of this article is to address this knowledge gap at its logical entry point by conceptualizing the extent of assimilated values using existing constructs from institutional theory. More precisely, we develop a qualitative scale to describe and measure comparative brand institutionalization at both individual and collective levels using the concepts of implementation versus internalization - thereby furnishing both theorists and practitioners with a rich and coherent model to diagnose and evaluate internal brand consistency across the MNE subsidiary network.

Conference

Conference3rd Asia Pacific Marketing Conference
CitySarawak, Malaysia
Period9/12/0911/12/09

Fingerprint

Multinational enterprises
Employees
Alignment
Subsidiaries
Cultural context
Organization studies
Logic
Institutional theory
Institutionalization
Brand identity
Core values
Globalization
Internalization
Knowledge gap
Cross-national

Keywords

  • marketing
  • branding
  • multinational organisations

Cite this

Paliwoda, S. J., Andrews, T. G., & Banomyong, R. (2009). Institutionalizing the brand at the multinational enterprise: towards a qualitative diagnosis. Paper presented at 3rd Asia Pacific Marketing Conference, Sarawak, Malaysia, .
Paliwoda, S.J. ; Andrews, T.G. ; Banomyong, R. / Institutionalizing the brand at the multinational enterprise: towards a qualitative diagnosis. Paper presented at 3rd Asia Pacific Marketing Conference, Sarawak, Malaysia, .
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Paliwoda, SJ, Andrews, TG & Banomyong, R 2009, 'Institutionalizing the brand at the multinational enterprise: towards a qualitative diagnosis' Paper presented at 3rd Asia Pacific Marketing Conference, Sarawak, Malaysia, 9/12/09 - 11/12/09, .

Institutionalizing the brand at the multinational enterprise: towards a qualitative diagnosis. / Paliwoda, S.J.; Andrews, T.G.; Banomyong, R.

2009. Paper presented at 3rd Asia Pacific Marketing Conference, Sarawak, Malaysia, .

Research output: Contribution to conferencePaper

TY - CONF

T1 - Institutionalizing the brand at the multinational enterprise: towards a qualitative diagnosis

AU - Paliwoda, S.J.

AU - Andrews, T.G.

AU - Banomyong, R.

PY - 2009

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N2 - In view of the progressive globalization of markets, multinational enterprises (MNEs) are focusing on the need to harmonize their internal brand identities in the interest of long-term strength and coherency. Drawing from organization studies, brand theorists have responded to these developments by directing research not just on the alignment of outward employee actions and behaviours but more specifically on their values and beliefs - and how to align these with the core values of the organizational brand. However, at the cross-national level our understanding of how far differing employee values - conditioned by the specific socio-cultural context in which they are embedded - may challenge and obfuscate these efforts at alignment is sparse and inadequate. The purpose of this article is to address this knowledge gap at its logical entry point by conceptualizing the extent of assimilated values using existing constructs from institutional theory. More precisely, we develop a qualitative scale to describe and measure comparative brand institutionalization at both individual and collective levels using the concepts of implementation versus internalization - thereby furnishing both theorists and practitioners with a rich and coherent model to diagnose and evaluate internal brand consistency across the MNE subsidiary network.

AB - In view of the progressive globalization of markets, multinational enterprises (MNEs) are focusing on the need to harmonize their internal brand identities in the interest of long-term strength and coherency. Drawing from organization studies, brand theorists have responded to these developments by directing research not just on the alignment of outward employee actions and behaviours but more specifically on their values and beliefs - and how to align these with the core values of the organizational brand. However, at the cross-national level our understanding of how far differing employee values - conditioned by the specific socio-cultural context in which they are embedded - may challenge and obfuscate these efforts at alignment is sparse and inadequate. The purpose of this article is to address this knowledge gap at its logical entry point by conceptualizing the extent of assimilated values using existing constructs from institutional theory. More precisely, we develop a qualitative scale to describe and measure comparative brand institutionalization at both individual and collective levels using the concepts of implementation versus internalization - thereby furnishing both theorists and practitioners with a rich and coherent model to diagnose and evaluate internal brand consistency across the MNE subsidiary network.

KW - marketing

KW - branding

KW - multinational organisations

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M3 - Paper

ER -

Paliwoda SJ, Andrews TG, Banomyong R. Institutionalizing the brand at the multinational enterprise: towards a qualitative diagnosis. 2009. Paper presented at 3rd Asia Pacific Marketing Conference, Sarawak, Malaysia, .