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Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613671860994048 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/26355 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:51.634Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/26355 Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing Kleyn, Nicola ichelp@gibs.co.za Soni, Mayur UCTD Financial services Brand orientation Cross-functional integration Dissertation (MBA)--University of Pretoria, 2010. Prior research defines brand orientation as an approach in which the processes of the organization revolve around the creation, development and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands (Urde, 1999). This research paper examines how marketing managers perceive corporate brand orientation with a Financial services company, namely Standard Bank Group Limited (Standard Bank) and what influence cross-functional integration has in enhancing the level of brand orientation. The study design was non-experimental and convenience sampling used. The data was collected within the Group and South African marketing functions of Standard Bank both of which are located within South Africa. The survey was delivered to 131 respondents across 30 marketing functions with the unit of analysis being each employee within their respective teams. The research results indicate that cross-functional integration variables of compensation, multifunctional training and cross-functional teams have a positive influence on brand orientation. The findings from this research can contribute to the body of knowledge within the domain of building corporate brand orientation within the financial services industry, specifically with regards to implications for marketing leadership in terms of improving the performance of the marketing department. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T04:50:27Z 2011-08-11 2013-09-07T04:50:27Z 2011-04-12 2010 2011-07-16 Dissertation Soni, M 2010, Building corporate brand orientation through cross-¬functional integration within marketing, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/26355 > F11/529/ag http://hdl.handle.net/2263/26355 http://upetd.up.ac.za/thesis/available/etd-07162011-145039/ © 2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Financial services Brand orientation Cross-functional integration Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing |
| title | Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing |
| title_full | Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing |
| title_fullStr | Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing |
| title_full_unstemmed | Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing |
| title_short | Building corporate brand orientation through cross-functional integration within marketing brand orientation through cross-‐functional integration within marketing |
| title_sort | building corporate brand orientation through cross functional integration within marketing brand orientation through cross functional integration within marketing |
| topic | UCTD Financial services Brand orientation Cross-functional integration |
| url | http://hdl.handle.net/2263/26355 http://upetd.up.ac.za/thesis/available/etd-07162011-145039/ |