Title

B2B Branding in Emerging Markets: A Sustainability Perspective

Department

Marketing & Professional Sales

Document Type

Article

Publication Date

11-1-2015

Abstract

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.

Journal

Industrial Marketing Management

Journal ISSN

0019-8501

Volume

51

First Page

79

Last Page

88

Digital Object Identifier (DOI)

10.1016/j.indmarman.2015.06.002