Abstract
The convergence of forces such as the globalization of markets, the escalating pace of technological change, and growing pressure from investors provides a catalyst for the emergence of brand management with supply chain partners as an important factor for determining a firm's competitive advantage. Many companies are rationalizing their supplier bases, significantly reducing the number of potential trading partners in favor of building stronger relationships to assure supply of critical resources in an increasingly turbulent business environment. The failure to successfully manage the firm's brand with supply chain partners is now seen as a potentially fatal obstacle to success of the brand (Shocker, Srivistava and Ruekert 1994). However, a systematic review of the marketing literature reveals that our understanding of brands has been built through studies of consumer relationships with brands, and there is very little research devoted to understanding brands in the business-to-business (B2B) context.
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Shocker, Allan D., Rajendra K. Srivastava, and Robert W. Ruekert (1994). "Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue," Journal of Marketing Research, (May): 149–158.
Webster, Jr., Frederick E. (2000). "Understanding the Relationships among Brands, Consumers, and Retailers," Journal of the Academy of Marketing Science, (Winter): 17–23.
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Davis, D.F. (2015). The Moderating Effect of Brand Equity on B2B Relationships. In: Spotts, H. (eds) Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11882-6_15
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DOI: https://doi.org/10.1007/978-3-319-11882-6_15
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