Essays about: "B2B Brand"

Showing result 21 - 25 of 78 essays containing the words B2B Brand.

1. 21. Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Elias Killander; Anton Ehn; Joshua Steinlechner; [2020]
   Keywords : B2B; Market Entry Strategy; Digital Content Marketing; International Companies; Relational Market Entry Strategy; Digital Market Entry Strategy; Brand Awareness;

   Abstract : A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. READ MORE

3. 22. Consideration of National Culture in B2B Supply Chains : What national cultural factors are considered in supply chain management by companies in practice and what are their relations?

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Romy Brand; [2019]
   Keywords : national culture; culture; B2B; business-to-business; marketing; industrial marketing; SCM; SC; supply chain management; supply chain;

   Abstract : Anderson, et al. (1994) have outlined the importance of bilateral relationships in business-to-business (B2B) marketing environments and thus the understanding of the business network context within which they are embedded. READ MORE

4. 23. Triadic relationships : - A case study on relationship initiation in triadic settings

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Rasmus Sjögren; Rômulo Viana; [2019]
   Keywords : Relationship initiation; triadic settings; relationships; B2B relationships; conceptual model; industrial marketing and purchasing; business-to-business marketing.;

   Abstract : This study addresses the rationale of using partners in relationship initiation with potential buyers and how relationship initiation takes place in triadic settings. As the authors have identified relationship initiation as an under-researched area, further research in this field is needed in order to enhance knowledge regarding the use of partners in the relationship initiation with potential buyers. READ MORE

5. 24. Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Maria Beckman; [2019]
   Keywords : Green Brand Equity; B2B brand management; environmental management; sustainability; B2B branding; purchase decision making processes; B2B purchasing;

   Abstract : The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. READ MORE

6. 25. The Effect of Marketing Automation on the Buying Decisions : A quantitative study on SMEs explored through brand awareness and external branding in a B2B context

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Benjamin Nilsson; Paraskevi Tsakmaki; [2019]
   Keywords : Marketing Automation; Brand Awareness; Buying Decisions; Brand Communication; External Branding; Content Marketing; B2B SMEs;

   Abstract : As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. READ MORE