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Brand orientation in action - A transformational learning intervention

机译：行动品牌定位 - 一种变革学习干预

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摘要

This article provides in-depth insight into the dynamics of a transformation from market orientation to brand orientation. By including a wide range of stakeholders in an action research intervention, a detailed description is provided regarding the transformation of a large Swedish public primary care organization during a turbulent marketization process. Brand management theory and practice are frequently based on uniformist and integrationist assumptions, which are questioned in this study. This is due to the fact that resistance and conflict are not only natural but necessary preconditions for transformational learning and thereby changing identities. The intervention shows how changing a strategic orientation is interwoven with identity dynamics on many levels. This study suggests that not only brand identities should be nurtured but also other social identities, such as local, professional and sector identities.
机译：本文对从市场方向到品牌定位的转型动态提供了深入的洞察。通过在动作研究干预中包括广泛的利益相关者，提供了一个详细的描述，关于大型瑞典公共初级保健组织在湍流市场化过程中的转变。品牌管理理论和实践频繁基于统一主义和集成主义假设，这在本研究中受到质疑。这是由于抵抗和冲突不仅是自然而是必要的转型学习的先决条件，从而改变身份。干预展示了在许多层面上与身份动态交织在一起的改变战略方向。本研究表明，不仅应培养品牌标识，还应培养其他社会身份，如当地，专业和部门的身份。

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