Alireza Sheikh - MBA student of School of Management, Sharif University of Technology International Campus- Kish Island

Marketing constituents, among many other responsibilities, are expected to ‘mirror’ external demands via marketing research activities and, rather simultaneously, ‘champion’ the Corporate Brand. Translating marketing information for other functional elements is in fact a subtle task and has been noted in the literature. However, maintaining consistency between the evermore varying external demands, comparatively stable corporate brand values, and engineering professionals’ ideological orientations, which has increasingly become the paradoxical puzzle of marketing, has not been explicitly discussed in the literature. The paucity of empirical research as to how this coordination works in practice has too perpetuated the case. Particularly, in engineering-intensive cases, this process can perhaps be more so problematic since professional engineers, who are in large expected to deliver the values, are typically cynical of the marketing and branding activities. For the purpose of this conference, a review of the literature will be presented which will be of interest to marketing scholars as well as the Iranian engineering-intensive sectors that tend to carry out marketing research and corporate branding campaigns more vigorously.

Marketing Research, Corporate Branding, Engineering Professionals