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Market Orientation and Corporate Brand Image in a Digital World

ABDEL-ALIM, AHMED (2022) Market Orientation and Corporate Brand Image in a Digital World. Doctoral thesis, Durham University.

Full text not available from this repository.
Author-imposed embargo until 17 November 2025.


The evolving nature of strategic issues requires strategy researchers to keep advancing the extant body of literature to help explain organizational performance in light of the new market dynamics and global trends.

As such, this research aimed to study Digital Transformation (DT), a critical strategy topic and one of the most buzzwords in today's contemporary organizations.
"Unpacking” digital transformation in practice and theory is a key contribution of this study.

The study links digital transformation to the organization's adaptation theory. It then develops a theoretical framework that improves our understanding of digital transformation
and its role in building market orientation capabilities and enhancing brand image.

This study also looks into Market Orientation after thirty years of its inception. It explains the influence of digital capabilities on building strong market orientation and the consequences on business performance.

On the other hand, the study discusses the influence of digital capabilities on building a solid brand image and its impact on business performance. It validates the viability of corporate brand image as a strategic capability in the telecom industry, where brand differentiation is becoming difficult, and telecom brands are moving into commoditization.

The Middle East Telecom industry is taken as this study’s research object. This is the region where the author has worked for more than two decades and could reach the right participants to answer the research survey. Additionally, he could make sense of the research results related to telecom operators in this region.

Using structural equation modelling (SEM), this study examines the effect of the digital maturity of telecom operators on market orientation and brand image performance.
Moreover, it examines the impact of market orientation and corporate brand image on organizational performance. It also tests the indirect effect of digital maturity on organizational performance by affecting market orientation and brand image.

The study concludes that Digital Transformation has a significant indirect impact on Organizational Performance, mediated by Market Orientation and Brand Image.

The author suggests that this study will positively aid the strategic planning and setting of strategic organizational priorities of telecom operators in the Middle East. It studies the impact of three critical strategic themes (digital transformation, market orientation, and
brand image) on corporate performance.
He ends his research by providing strategic recommendations based on the analysed operators.

Item Type:Thesis (Doctoral)
Award:Doctor of Business Administration
Keywords:Digital transformation; digital maturity, digital themes, disruption, strategic orientation, market orientation, brand image, brand positioning, corporate brand image, telecommunication; telecom, ICT, cloud computing, big data, Narver and Slater, George Day, adaptive marketing capabilities, marketing gap, capability gap
Faculty and Department:Faculty of Business > Management and Marketing, Department of
Thesis Date:2022
Copyright:Copyright of this thesis is held by the author
Deposited On:29 Nov 2022 10:30

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