Brand Orientation as a Method to Inspire, Change Culture, and Lead the Implementation of Solutions Business

Abstract

The point of departure for this chapter is a notion that firms at times find it difficult to develop their solution-oriented businesses and to have a broader understanding in their organizations of what this changed orientation really means.

The author looks into prevailing perspectives on marketing as such and creates a “map” that organizes marketing logics into a dynamic whole for value creation and change based on theoretical points of departure. Supported by this map, she tailors out a missing perspective based on a sense-making view that could be fruitful for companies to apply. It is basically to create a stronger awareness of and influence from a branding perspective (also in B2B). Based on an empirical example she points at barriers and enablers in implementing such a change of marketing perspective. She also addresses the implications of such a change on organizing and not least the connections between sales and marketing.

This chapter points forward as a way to release energy and to find direction for the development toward a solution-oriented business.

Citation

Cederlund, C. (2018), "Brand Orientation as a Method to Inspire, Change Culture, and Lead the Implementation of Solutions Business", Andersson, P., Axelsson, B. and Rosenqvist, C. (Ed.) Organizing Marketing and Sales, Emerald Publishing Limited, Leeds, pp. 285-306. https://doi.org/10.1108/978-1-78754-968-520181018