Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Unleashing the Power of Thought Leadership in B2B Brand Building in Professional Services

Andersen, Jeppe LU ; Back Kranker, William LU and Blomberg, Ebba LU (2023) BUSN21 20232
Department of Business Administration
Abstract
Purpose: The aim of this study is to advance an understanding of the potential of thought
leadership as a strategic tool for brand building within B2B professional services companies.
Research questions: How can thought leadership be utilized for brand building in B2B
professional services companies?
Design/methodology approach: This study employs a qualitative research approach
utilizing a "multi-case" study method applied to three B2B professional sector companies
through a comprehensive review of the case companies’ thought leadership activities on
digital platforms like LinkedIn and their website content. An in-depth theoretical framework
is initially established, followed by a semi-structured interview and data from two... (More)
Purpose: The aim of this study is to advance an understanding of the potential of thought
leadership as a strategic tool for brand building within B2B professional services companies.
Research questions: How can thought leadership be utilized for brand building in B2B
professional services companies?
Design/methodology approach: This study employs a qualitative research approach
utilizing a "multi-case" study method applied to three B2B professional sector companies
through a comprehensive review of the case companies’ thought leadership activities on
digital platforms like LinkedIn and their website content. An in-depth theoretical framework
is initially established, followed by a semi-structured interview and data from two LinkedIn
reports.
Findings: The findings illustrate that thought leadership, when executed with a high degree
of quality and consistency, contributes to brand equity by fostering brand sensitivity,
awareness, association, added value, and loyalty. Thought leadership enables B2B brands to
differentiate themselves, prevent commoditization, and create a stronger brand positioning.
Research implication/limitations: This study pioneers in understanding the implications of
thought leadership on brand building in the B2B professional services. However, the limited
scope may restrict the generalizability of the findings. This paper recommends a broader
investigative approach that incorporates more empirical evidence to substantiate and broaden
the understanding of thought leadership’s broader impact on B2B branding.
Originality/value: This paper contributes to the limited academic research on thought
leadership in B2B branding and offers a new theoretical lens for examining thought
leadership in relation to the brand-building process. It also provides practical insights for
managers aimed at leveraging thought leadership for brand building and differentiation,
particularly in professional service (Less)
Please use this url to cite or link to this publication:
author
Andersen, Jeppe LU ; Back Kranker, William LU and Blomberg, Ebba LU
supervisor
organization
course
BUSN21 20232
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Thought leadership, Brand Equity, Brand Building Process, B2B Branding, Professional Services
language
English
id
9141103
date added to LUP
2024-03-11 15:48:43
date last changed
2024-03-11 15:48:43
@misc{9141103,
  abstract     = {{Purpose: The aim of this study is to advance an understanding of the potential of thought
leadership as a strategic tool for brand building within B2B professional services companies.
Research questions: How can thought leadership be utilized for brand building in B2B
professional services companies?
Design/methodology approach: This study employs a qualitative research approach
utilizing a "multi-case" study method applied to three B2B professional sector companies
through a comprehensive review of the case companies’ thought leadership activities on
digital platforms like LinkedIn and their website content. An in-depth theoretical framework
is initially established, followed by a semi-structured interview and data from two LinkedIn
reports.
Findings: The findings illustrate that thought leadership, when executed with a high degree
of quality and consistency, contributes to brand equity by fostering brand sensitivity,
awareness, association, added value, and loyalty. Thought leadership enables B2B brands to
differentiate themselves, prevent commoditization, and create a stronger brand positioning.
Research implication/limitations: This study pioneers in understanding the implications of
thought leadership on brand building in the B2B professional services. However, the limited
scope may restrict the generalizability of the findings. This paper recommends a broader
investigative approach that incorporates more empirical evidence to substantiate and broaden
the understanding of thought leadership’s broader impact on B2B branding.
Originality/value: This paper contributes to the limited academic research on thought
leadership in B2B branding and offers a new theoretical lens for examining thought
leadership in relation to the brand-building process. It also provides practical insights for
managers aimed at leveraging thought leadership for brand building and differentiation,
particularly in professional service}},
  author       = {{Andersen, Jeppe and Back Kranker, William and Blomberg, Ebba}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Unleashing the Power of Thought Leadership in B2B Brand Building in Professional Services}},
  year         = {{2023}},
}