B2B Branding in Emerging Markets: A Sustainability Perspective
Department
Marketing and 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 Title
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