B2B brand positioning - a capability (exploration x exploitation) based typology : cases from the Middle East
Pramod Iyer, Md Rokonuzzaman, Audhesh Paswan, Abdullah Alhidari
| Year of publication: |
2023
|
|---|---|
| Authors: | Iyer, Pramod ; Rokonuzzaman, Md ; Paswan, Audhesh ; Alhidari, Abdullah Mohammed |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 108.2023, p. 178-189
|
| Subject: | B2B branding | Business-to-business positioning | Capability-based view | Middle East | Positioning strategy | Markenführung | Brand management | Mittlerer Osten | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2022.11.009 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014227551