Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject "Business-to-business (B2B)"
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Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject "Business-to-business (B2B)"
Now showing items 1-7 of 7
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(Elsevier, 2023-02)Despite growing interest in business-to-business branding, there is limited understanding of how B2B brands impact organizational buying decisions in fast-emerging African markets. To address this omission, this study ...
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The conscientious corporate brand : definition, operationalization and application in a B2B context (Emerald, 2023-11)PURPOSE : As B2B firms face increasing scrutiny due to increased stakeholder awareness of environmental and social concerns, doing business with a conscience has become an important imperative. Despite a growing focus on ...
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(Elsevier, 2020-07)Crises for business-to-business (B2B) firms are characterized by unexpected or unanticipated severe threats that are highly uncertain where strategic response times are low in which executives are victim of overwhelming ...
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(Elsevier, 2021-02)Business-to-business (B2B) research is interdisciplinary in nature. A key element of interdisciplinarity is integration or combination of ideas, perspectives, and/or methods from different disciplines oriented toward ...
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(Elsevier, 2023-08)Coined in 1988, “servitization” has become the go-to concept for enhancing corporate competitiveness through value-added services. Over the years, the notion of value-added services to create a competitive edge, enhanced ...
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(Emerald, 2019-08)PURPOSE : This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. DESIGN/METHODOLOGY/APPROACH : The study uses an exploratory approach into the ...
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(Association for Professional Managers in South Africa, 2019-04)BACKGROUND: Existing research in the B2B field focuses on relationship marketing and not the importance of building brand equity. By focusing efforts on building brand equity B2B service firms have the opportunity to ...
Now showing items 1-7 of 7