کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7432601 1483451 2015 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
B2B branding in emerging markets: A sustainability perspective
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
B2B branding in emerging markets: A sustainability perspective
چکیده انگلیسی
B2B companies, especially in emerging markets, operate in socio-economically and ecologically vulnerable areas. We develop a conceptual model for how they can leverage sustainability to build their corporate reputation and reap both social and financial rewards. In doing so companies change their orientation from being market, customer or even shareholder driven and transcend to being stakeholder driven. To demonstrate this we examine seven case studies of select industrial companies in emerging markets that have adopted the triple bottom line approach. Based on this we recommend a research agenda for B2B brand building on a sustainability marketing platform in emerging markets.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 51, November 2015, Pages 79-88
نویسندگان
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