Developing a Corporate Brand in a Transitional Economy

Abstract

This DBA thesis explores the development of a corporate brand in a transitional economy, a previously under-explored context. The work employs a qualitative exploratory case-study research strategy involving a leader in the FMCG industry in Albania. This helps to set a positive example for the rest of the industry in the context of a transitional economy. Agna Group, the case study in focus, is a FMCG company operating in a domestic market, thus contributing to further insights in the area of corporate brand development and management from a business context which has been under-explored to date, as main focus of corporate branding has been on MNCs. A conceptual framework of corporate brand building and management is initially introduced, and its relevance in the transitional economy of Albania is further explored. The research benefits from the privileged access of the researcher in the case study organization, and the triangulation of a variety of data collected through in-depth interviews, documentation, and observations. The research advances our knowledge and practice of corporate brand building and management by adding to empirical work in the area. It indicates the constructs and practicalities involved in corporate brand development and management in a transitional economy context. This is an important contribution as the literature to date has predominantly focused on developed countries, i.e North America and Western Europe. The research showcases the six main constructs involved in corporate brand development and management and the three main drivers behind them. Research indicates that corporate brand building and management is strongly impacted by culture, as well as market context influence.