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Title: Building corporate branding theory in a coopetitive market
Author: Küng, Robert
ISNI:       0000 0004 5348 2197
Awarding Body: University of Gloucestershire
Current Institution: University of Gloucestershire
Date of Award: 2014
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The primary objective of the research was to develop a theory of corporate branding that could be applied in a 'coopetitive' market context. The context was that of sanitary ware, heating and plumbing (SHAP) industry in Central Europe (CE). As a professional distribution channel with channel member interdependencies that [sic] and multiple brands, coopetition is created. The channel is also subject to legislation that limits the actions of its members - adding restrictions and complexities to the creation of a corporate brand.
Supervisor: Davies, Barry ; Ward, Philippa Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HF Commerce