تقویت عملکرد مالی شرکت های کوچک و متوسط B2B: چرا جهتگیری برند می تواند سود سهام را پرداخت کند Boosting the financial performance of B2B SMEs: Why brand orientation can pay dividends
- نوع فایل : کتاب
- زبان : انگلیسی
- ناشر : Emerald
- چاپ و سال / کشور: 2018
توضیحات
رشته های مرتبط مدیریت، اقتصاد
گرایش های مرتبط بازایابی، مدیریت مالی، مدیریت عملکرد، مدیریت کسب و کار، اقتصاد مالی
مجله جهت استراتژیک – Strategic Direction
شناسه دیجیتال – doi https://doi.org/10.1108/SD-03-2018-0050
منتشر شده در نشریه امرالد
کلمات کلیدی انگلیسی Brand awareness, B2B branding, Brand credibility, Financial performance, Brand orientation
گرایش های مرتبط بازایابی، مدیریت مالی، مدیریت عملکرد، مدیریت کسب و کار، اقتصاد مالی
مجله جهت استراتژیک – Strategic Direction
شناسه دیجیتال – doi https://doi.org/10.1108/SD-03-2018-0050
منتشر شده در نشریه امرالد
کلمات کلیدی انگلیسی Brand awareness, B2B branding, Brand credibility, Financial performance, Brand orientation
Description
Brand orientation in a B2B context Any mention of the word ‘brand’ overwhelmingly conjures up thoughts of consumer markets. By extension, it’s relevance within the business-to-business (B2B) sector is often regarded as minimal at best. Such assumptions are way off the mark though. Armed with suitable strategies and mechanisms, B2B operators can utilize branding as an effective means of delivering value to their customers. Successful branding in this context enables firms to reap benefits from such as charging premium price and launching brand extensions. Hence, a significantly positive impact on both business and financial performance is a realistic possibility. A brand-oriented approach is required to get the ball rolling. Indeed, product homogeneity, market integration and soaring media costs arguably compel firms towards greater emphasis on branding. With brand orientation, the brand becomes the very essence of the firm. It influences organizational culture and shapes company values and future direction. Developing and enhancing a distinctive brand identity is fundamental to brand orientation.
