@article{2018:tatoglu:brand_mana,
title = {Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance},
year = {2018},
note = {Firms in emerging countries often face different sets of challenges in
developing their brand management strategies. Drawing on the dynamic
capabilities view, the present study examines brand management
practices among firms in an emerging country. Drawing on a survey of
224 firms in Turkey, the study first aims to segment firms in terms of
their adoption level of brand management practices and then relate
them to their overall firm and brand performances. A three-cluster
solution emerging from a K-means cluster analysis reveals that firms
show significant differences with respect to both performance
dimensions. The findings of the study also provide evidence to the
view that brand management practices add to the dynamic capabilities
of emerging country firms. Finally, the study concludes with practical
implications and avenues for future research.},
journal = {JEEMS Journal of East European Management Studies},
pages = {447--473},
author = {Tatoglu, Ekrem and Sahadev, Sunil and Demirbag, Mehmet},
volume = {23},
number = {3}
}