N. Spielmann
It Goes With The Territory: Communal Leverage As A Marketing Resource
Spielmann, N.; Williams, C.
Authors
C. Williams
Abstract
This study explores mechanisms that lead to the creation of durable competitive territorial brands. An examination of research on origin-specific firms, umbrella branding, resource-based theory and co-opetition theory leads to questions regarding how firms that have strategically attached themselves to a place of origin add value to their own brands and obtain advantages for their firm. How can a co-created, non-proprietary territorial brand become a valuable marketing resource? Eight wine brands in the Champagne area of France are studied and the results show how ‘communal leverage’ occurs: a firm and its local co-opetitors engage in the ‘give and take’ of valuable marketing resources. Through communal leverage, multiple individual brands interact with an overarching territorial brand in order to sustain both territorial and individual brands. The research reveals a territorial brand to be a form of regional umbrella branding that is underpinned not by a top-down process as previous research would suggest but a bottom-up process. A territory's physical resources and capabilities are precursors of symbiotic marketing relationships for origin-specific firms.
Citation
Spielmann, N., & Williams, C. (2016). It Goes With The Territory: Communal Leverage As A Marketing Resource. Journal of Business Research, 69(12), 5636-5643. https://doi.org/10.1016/j.jbusres.2016.03.071
Journal Article Type | Article |
---|---|
Acceptance Date | Mar 1, 2016 |
Online Publication Date | May 31, 2016 |
Publication Date | Dec 1, 2016 |
Deposit Date | Jan 25, 2016 |
Publicly Available Date | Mar 29, 2024 |
Journal | Journal of Business Research |
Print ISSN | 0148-2963 |
Publisher | Elsevier |
Peer Reviewed | Peer Reviewed |
Volume | 69 |
Issue | 12 |
Pages | 5636-5643 |
DOI | https://doi.org/10.1016/j.jbusres.2016.03.071 |
Public URL | https://durham-repository.worktribe.com/output/1414480 |
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http://creativecommons.org/licenses/by-nc-nd/4.0/
Copyright Statement
© 2016 This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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