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Multiple stakeholders and B2B branding in emerging markets

Tarnovskaya, Veronika LU and Biedenbach, Galina (2016) In Qualitative Market Research: An International Journal 19(3). p.31-31
Abstract
Purpose
The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.

Design/methodology/approach
The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.

Findings
The findings demonstrate... (More)
Purpose
The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.

Design/methodology/approach
The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.

Findings
The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.

Originality/value
The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Emerging markets, Brand value, Stakeholders, B2B branding, Brand strategy
in
Qualitative Market Research: An International Journal
volume
19
issue
3
pages
31 - 31
publisher
Emerald Group Publishing Ltd.
external identifiers
  • Scopus:84978852682
ISSN
1352-2752
DOI
10.1108/QMR-06-2015-0051
language
English
LU publication?
yes
id
b4608716-5749-4506-a798-ed289b98fe9a
date added to LUP
2016-08-15 13:57:37
date last changed
2016-10-13 05:12:12
@misc{b4608716-5749-4506-a798-ed289b98fe9a,
  abstract     = {Purpose<br/>The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.<br/><br/>Design/methodology/approach<br/>The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.<br/><br/>Findings<br/>The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.<br/><br/>Originality/value<br/>The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.<br/> },
  author       = {Tarnovskaya, Veronika and Biedenbach, Galina},
  issn         = {1352-2752},
  keyword      = {Emerging markets,Brand value,Stakeholders,B2B branding,Brand strategy},
  language     = {eng},
  month        = {06},
  number       = {3},
  pages        = {31--31},
  publisher    = {ARRAY(0x9ea7590)},
  series       = {Qualitative Market Research: An International Journal},
  title        = {Multiple stakeholders and B2B branding in emerging markets},
  url          = {http://dx.doi.org/10.1108/QMR-06-2015-0051},
  volume       = {19},
  year         = {2016},
}