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Operational process stages of brand alliances: A case study from the reinforcing bar and the construction industries
National Chung-Hsing University, Taichung, Taiwan.
National Chung-Hsing University, Taichung, Taiwan.
Wufeng University, Chia-Yi, Taiwan.
Jönköping University, School of Engineering, JTH, Industrial Engineering and Management. Jönköping University, School of Engineering, JTH. Research area Industrial Production.
2015 (English)In: European Business Review, ISSN 0955-534X, E-ISSN 1758-7107, Vol. 27, no 4, 389-408 p.Article in journal (Refereed) Published
Abstract [en]

Purpose– The purpose of this research is to investigate how companies in the reinforcing bar industry and the construction industry operate and implement brand alliances.

Design/methodology/approach– This research uses a qualitative interview survey and the grounded theory method to extract key factors of brand alliance development and management in the targeted industries. The interview survey included six managers from different construction companies in Taiwan.

Findings– This research identifies four common firm-level operational process stages (core categories) of brand alliances including different multidimensional factors, and proposes a conceptual model based on these identified core process stages. The four common core process stages include selection of brand alliance partners, communication with brand alliance partners, enforcement of brand alliances and assessment of brand alliances.

Originality/value– The proposed model offers a tentative explanation of the development and management of brand alliances between the reinforcing bar industry and the construction industry. This study represents an initial research attempt in this field and explains how reinforcing bar and construction companies operate and implement brand alliances.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2015. Vol. 27, no 4, 389-408 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-28146DOI: 10.1108/EBR-04-2014-0038ISI: 000355655200003Scopus ID: 2-s2.0-84929894807Local ID: JTHIndustriellISOAI: oai:DiVA.org:hj-28146DiVA: diva2:860065
Available from: 2015-10-09 Created: 2015-10-09 Last updated: 2016-03-22Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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  • asciidoc
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