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Multiple stakeholders and B2B branding in emerging markets
Lund University, School of Economics and Management, Department of Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2016 (English)In: Qualitative Market Research, ISSN 1352-2752, E-ISSN 1758-7646, Vol. 19, no 3, 287-309 p.Article in journal (Refereed) Published
Abstract [en]

The main purpose of this study is to investigate perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in the context of emerging markets. 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 as well as local stakeholders in Russia, Brazil, and India. 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. Following the stakeholder-encompassing approach, this research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2016. Vol. 19, no 3, 287-309 p.
Keyword [en]
B2B branding, brand value, stakeholders, emerging markets, brand strategy
National Category
Business Administration
URN: urn:nbn:se:umu:diva-121225DOI: 10.1108/QMR-06-2015-0051OAI: diva2:931619
Available from: 2016-05-30 Created: 2016-05-30 Last updated: 2016-09-05

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