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Multiple stakeholders and B2B branding in emerging markets

Veronika Tarnovskaya (Lund University, Lund, Sweden)
Galina Biedenbach (Umeå School of Business and Economics, Umeå University, Umeå, Sweden)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 13 June 2016

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Abstract

Purpose

The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.

Design/methodology/approach

The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.

Findings

The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.

Originality/value

The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.

Keywords

Citation

Tarnovskaya, V. and Biedenbach, G. (2016), "Multiple stakeholders and B2B branding in emerging markets", Qualitative Market Research, Vol. 19 No. 3, pp. 287-309. https://doi.org/10.1108/QMR-06-2015-0051

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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