Title: Innovative marketing strategies for national industrial flagships: brand repositioning for accessing upscale markets

Authors: Alina Todiras, Peter Nijkamp, Saidas Rafijevas

Addresses: Department of Regional Economics, VU University, Amsterdam, 1081 VH, The Netherlands. ' Department of Regional Economics, VU University, Amsterdam, 1081 VH, The Netherlands. ' Innovation and Business Creation, JIBS, Jonkoping, Sweden

Abstract: Product and process innovations are generally regarded as strategic competitive vehicles in industry. Identifying and conquering new market niches through focused marketing approaches – by emphasising new product qualities in mature markets – has become a very appropriate innovation strategy. This paper aims to demonstrate the relevance of innovative marketing strategies on the basis of brand repositioning of mature firms. It uses a case study approach to test the economic viability of repositioning of innovative firms striving to access upscale markets. The paper develops finally, a general analysis framework that may be useful for further study of brand repositioning.

Keywords: brand identity; touchpoints; brands; branding; innovative strategies; marketing strategies; industrial flagships; national flagships; brand repositioning; upscale markets; product innovation; process innovation; strategic vehicles; competitive vehicles; new markets; market niches; focused marketing; new product development; NPD; mature markets; mature firms; economic viability; innovative firms; Hastens Sangar; bed manufacturers; Sweden; occupational safety footwear; Arbesko; foresight; innovation policies; innovative business resources; economic development.

DOI: 10.1504/IJFIP.2011.040067

International Journal of Foresight and Innovation Policy, 2011 Vol.7 No.1/2/3, pp.72 - 91

Published online: 13 May 2011 *

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