It’s all in the brand: Creating value through successful B2B relationships

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

B2B branding and value creation is typically under-utilized. This briefing looks at the benefits branding can bring to both suppliers and customer businesses.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "It’s all in the brand: Creating value through successful B2B relationships", Strategic Direction, Vol. 36 No. 10, pp. 15-16. https://doi.org/10.1108/SD-08-2020-0143