The Role Of Branding In The Value Chain

摘要

Purpose - The purpose of this paper is to address the question: how are members of the value chainrnaligned to a common goal? It attempts to demonstrate that the brand is the one mechanism that unitesrnboth the supply and demand sides of the value chain.rnDesign/methodology/approach - Mission, vision and transaction models are critically evaluatedrnas aligning mechanisms to the value chain. Illustrating that transaction model with an e-procurementrnexample it is argued that all approaches are deficient in aligning stakeholders, particularly customers.rnIn stressing the sociotechnical qualities of the supply chain, it is argued the brand is the only commonrnelement to the entire demand chain.rnFindings - Brand strategy management should be both a demand and supply chain priority, inrncontrast to its general demand chain focus.rnResearch limitations/implications There needs to be empirical demonstration of the role thatrnthe brand plays in value chain dynamics, particularly the behaviour of participants in the supplyrnchain.rnPractical implications - The responsibilities of marketing management become more focussed onrnto the requirements of the supply chain.rnOriginality/value - While the role of the brand in the consumer and customer markets has beenrnwidely discussed its importance as a value chain coordinating mechanism is highlighted in this paper.