Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets

Abstract

Decisions about expanding an existing product portfolio and capturing new markets are of critical importance to a firm's financial performance and growth. Yet, important questions remain in regard to the extent to which product and brand extensions contribute to a firm's profit in B2B and B2C markets, respectively, and how firms with corporate brands in these markets should pursue an extension strategy that provides maximum impact on firm profit. The authors theorize and empirically address these questions based on a study of firms listed in the U.S. Fortune 500 published ranking. Findings of this research have important prescriptive implications for the management of B2B and B2C firms' growth-based extension strategy and contribute to B2B theory

The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market

“…The AMC, which bears as a characteristic the organization's ability to be proactive about the actions in the market; that is, the company is constantly studying the market, whether international or not, its consumers and consequently the marketing [19]. Combined with the action in the B2B market, the organization's marketing capabilities have much more challenging, when consumers are found who focus more on aspects related to the price and performance of the products they purchase [20]. Another challenge for SMEs in international markets concerns the intensity of competitiveness, when the higher it is, the more effective and dynamic the organization's strategies must be [21], either by the presence of more demanding and selective consumers [22] or the pressure exerted by competitors [23].…”

Corporate branding in an emerging business market: a phenomenological perspective

“…The business market (B2B) context, where organisations mostly follow an integration/ branded house strategy, is perhaps the most fertile ground for studying corporate branding (Glynn, 2012;Liu et al, 2018;Muzellec and Lambkin, 2009;Simões et al, 2015). The literature review on branding in business markets highlights customer trust, decision-making processes, brand equity, and internal communication as the major foci (Keränen et al, 2012;Leek and Christodoulides, 2011;Seyedghorban et al, 2016).…”

Service-Oriented Computing for intelligent train maintenance

“…The revolution of ICTs has facilitated the publication of enterprise functionalities and involves at the same time intra and extra communication business (B2B Business to Business) and B2C (Business to Costumer) (Liu et al 2018). Flexibility and interoperability are two requirements in the development of enterprise information systems.…”