The value of branding for B2B service firms—The shareholders' perspective

Guenther, Miriam; Guenther, Peter

doi:10.1016/j.indmarman.2017.11.013

Cited by 66 publications

(79 citation statements)

References 63 publications

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“…postizanju konkurentske prednosti razvijanjem marke svoje usluge, kao to to ine mnoga poduze a koja posluju na tritima krajnje potronje (engl. business-toconsumer, B2C) (Guenther i Guenther, 2019).…”

Section: Uvodunclassified

Istraživanje prakse hrvatskih poduzeća u razvoju i upravljanju markom poslovne usluge

Ćorić

Babić²

2021

Ekon. pregl. (Online)

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Rad izučava temu razvoja i upravljanja markama poslovnih usluga. Nakon pregleda teorijskog dijela, u radu se predstavljaju rezultati primarnog istraživanja. Cilj je istraživanja utvrditi na koji način hrvatska poduzeća razvijaju svoju marku usluga, kako njome upravljaju, kako prenose informacije o njoj i na koji je način vrednuju. Provedeno je jednokratno kros-sekcijsko istraživanje na prigodnom uzorku poduzeća koja pružaju različite poslovne usluge. Rezultati pokazuju kako se analizirana poduzeća prema marki svoje usluge odnose kao prema vrijednoj nematerijalnoj imovini, primjenjuju holistički pristup izgradnje marke te najčešće primjenjuju strategiju korporativne marke. Neodvojivost usluge od zaposlenika rezultira time da su hrvatska poduzeća više usmjerena na interno nego na eksterno komuniciranje. S obzirom na to da je istraživanje razvoja i upravljanja markama usluga na poslovnim tržištima manje istraženo u odnosu na tržište krajnje potrošnje, rad pridonosi novim spoznajama u ovom području. Osim toga, zaključci temeljeni na istraživanju predstavljaju vrijednu spoznaju za poduzeća koja žele aktivno upravljati svojom markom poslovne usluge.

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Section: Uvodunclassified

Istraživanje prakse hrvatskih poduzeća u razvoju i upravljanju markom poslovne usluge

Ćorić

Babić²

2021

Ekon. pregl. (Online)

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“…Previous research studies have considered motivations of resellers combined with some of the other factors such as infrastructure required to sell the products of the international brand as these resources becomes useful for international brand manager to plan inventory related requirements of resellers (Ulaga and Eggert, 2005; Guenther and Guenther, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Studies such as Bendapudi and Leone (2002) discuss complexity in the motivations of resellers and highlight the need for managers to recognize and understand requirements of resellers and identify factors that may motivate them. Research on motivation indicates that dyadic exchange of information and ideas increase engagement and involvement through reflections on value propositions and opportunities of growth (Hall and Davis, 2017; Lawrence and Kaufmann, 2018; Guenther and Guenther, 2019). The experiment conducted by Mayo (1949) also projected on the need to increase engagement and involvement for motivation.…”

Section: Introductionmentioning

confidence: 99%

Motivating resellers of the international brand in competitive markets

Gupta

2020

QMR

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Purpose The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national level distributor. Findings of this study provide insights into factors that can lead a brand manager motivate resellers through a reseller motivation pyramid. Design/methodology/approach Using qualitative data collected from brand managers, different themes of reseller motivations were evaluated. Findings An overlap between organizational goals, resource-related needs and capabilities of resellers are indicative of modification required in reseller management strategy to keep resellers motivated. Research limitations/implications This research suffers from lack of quantitative data that could enable the researcher to establish the linkages discussed. Originality/value This research extends current understanding about intrinsic motivations of resellers to promote a brand in competitive markets.

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“…The existing work on B2B branding has also focused on the importance of maintaining both a consistent image and consistency in operations to build and maintain a similar value proposition (Guenther and Guenther, 2019;Lipiäinen and Karjaluoto, 2015;Nyadzayo et al, 2016). This posits a consistency focus (Beverland et al, 2015;Park et al, 1986;Reid et al, 2005), which presents unique challenges in B2B markets, where customer value may also accrue from a resonating focus; i.e.…”

Section: Introductionmentioning

confidence: 99%

Organizational ambidexterity, brand management capability and brand performance

Iyer

Davari

Zolfagharian

et al. 2020

JBIM

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Purpose The purpose of this study is to examine the extent to which an organization’s pursuit of radical and disruptive innovations and refinement of existing processes and incremental innovations influence the brand management capability, and subsequently, the brand performance in business-to-business firms. Design/methodology/approach The key informant approach is used for data collection. Panel data are obtained using the services of a reputable research firm. Existing scales are used to measure all the focal constructs. Partial least squares based structural equation modeling is used to test the hypotheses. Findings The results of this study indicate positive associations of both exploitative and exploratory innovation types with brand management processes. These findings signify the need for organizations to balance both these innovation types to maximize their performance. Research limitations/implications This study prescribes an insight into the complex relationship that exists between organizational ambidexterity, brand management processes and brand performance, providing a framework that reconciles the seemingly conflicting goals of relevance and consistency in the development of brand management capability. Practical implications Given that very few firms can achieve ambidexterity, this study provides a means to maximize the potential of this organizational process. Originality/value This study borrows from the existing research on brand management to argue that organizations are required to balance both exploitative and exploratory innovation types to maximize their performance.

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The value of branding for B2B service firms—The shareholders' perspective

Cited by 66 publications

References 63 publications

Istraživanje prakse hrvatskih poduzeća u razvoju i upravljanju markom poslovne usluge

Istraživanje prakse hrvatskih poduzeća u razvoju i upravljanju markom poslovne usluge

Motivating resellers of the international brand in competitive markets

Organizational ambidexterity, brand management capability and brand performance

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