Firms in emerging countries often face different sets of challenges in developing their brand management strategies. Drawing on the dynamic capabilities view, the present study examines brand management practices among firms in an emerging country. Drawing on a survey of 224 firms in Turkey, the study first aims to segment firms in terms of their adoption level of brand management practices and then relate them to their overall firm and brand performances. A three-cluster solution emerging from a K-means cluster analysis reveals that firms show significant differences with respect to both performance dimensions. The findings of the study also provide evidence to the view that brand management practices add to the dynamic capabilities of emerging country firms. Finally, the study concludes with practical implications and avenues for future research.

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新兴国家公司的品牌管理实践–探索变化模式及其对公司绩效的影响

新兴国家的公司在制定品牌管理策略时常常面临不同的挑战。基于动态能力的观点，本研究研究了新兴国家公司间的品牌管理实践。该研究以对土耳其224家公司的调查为基础，首先旨在按照公司在品牌管理实践中的采用程度对公司进行细分，然后将其与公司的整体和品牌绩效联系起来。从K均值聚类分析得出的三聚类解决方案表明，企业在两个绩效维度方面都表现出显着差异。该研究结果还为以下观点提供了证据：品牌管理实践增加了新兴国家公司的动态能力。最后，本研究以对未来研究的实践意义和途径作为结尾。