Brand strategy, market orientation and competitive advantage: A study in the food sector of Vietnam

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The study finds that a brand strategy has a stronger impact on competitive advantage compared to market orientation.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2023), "Brand strategy, market orientation and competitive advantage: A study in the food sector of Vietnam", Strategic Direction, Vol. 39 No. 9, pp. 30-32. https://doi.org/10.1108/SD-08-2023-0096