Global branding in a B2B setting: investigating international brand management as driver of export performance

Business & Economics

• Brand Management 100%
• Export Performance 96%
• Branding 82%
• Suppliers 11%
• Brand Performance 10%
• Marketing Capabilities 9%
• Conceptual Framework 9%
• Resource-based View 7%
• Funding 7%
• Contingency 7%
• Marketing 7%
• International Markets 7%
• Exporters 7%
• Structured Interview 6%
• Conceptualization 6%
• International Marketing Research 6%
• Paradigm 5%
• Corporate Branding 5%
• General Electric 5%
• Theory Testing 5%
• Interfirm Relationships 5%
• Ticks 5%
• Resources 5%
• Corporate Brand 4%
• Interviewing 4%
• Integrative Model 4%
• Logos 4%
• Business-to-business (B2B) 4%
• Performance 4%
• Theory Building 4%
• Cross Section 4%
• Microsoft 4%
• Buying Behaviour 4%
• Strategic Objectives 4%
• Economic Growth 4%
• Revenue 4%
• Generalizability 4%
• Dynamic Capabilities 4%
• Field Research 4%
• Senior Managers 4%
• Qualitative Approaches 3%
• Environmental Factors 3%
• Academic Research 3%
• Secondary Data 3%
• Managers 3%
• Exporting 3%
• Research Design 3%
• Interrelationship 3%
• Management Strategy 3%
• In-depth Interviews 3%
• Global Market 3%
• Manufacturing Firms 3%
• Data Collection 3%
• Marketing Strategy 3%
• Chief Executive Officer 3%
• Personnel 3%
• Competitive Advantage 2%
• Methodology 2%
• Industry 1%