An exploration of branding in industrial markets

Article Abstract:

Is branding important in industrial markets? To answer this question, the authors synthesize previous research in branding and related areas to develop a new conceptual model of industrial brand value to the customer. Expected brand value consists of four components: product performance, distribution (ordering and delivery) performance, support services performance, and company performance, with each component integrating both tangible and intangible elements. This model is then compared to the views elicited from in-depth interviews with manufacturers, distributors, and purchasers of precision bearings. This exploratory study of the decision-making process and the sources of industrial brand value highlights the importance of relatively intangible product and company attributes. The findings indicate that branding may play a powerful role, especially in industrial markets where it is increasingly difficult to maintain meaningful differentiation on the basis of product quality or price. (Reprinted by permission of the publisher.)

Decision-making, Decision making, Product management

---

Technological teaming as a marketing strategy

Article Abstract:

The use of information technology offers industrial marketers considerable potential for cultivating strategic advantages. This article investigates the concept of "technological teaming," where information technology is coupled with an emerging marketplace strategy, marketing teams. The managerial implications for industrial marketers adopting this approach are also presented. (Reprinted by permission of the publisher.)

Information Systems, Usage, Information technology, Work groups, Teamwork (Workplace)

---

Intercultural interaction strategies and relationship selling in industrial markets

Article Abstract:

Issues related to establishing good buyer-seller relationships in the industrial sector are examined, focusing on the need for salespeople to understand the corporate culture of the business they are targeting. Strategies for socializing salespeople are discussed, and such strategies include assimilation, separation, marginalization, and integration.

United States, Case studies, Corporate culture, Marketing research, Market research, Sales management

Similar abstracts:

• Abstracts: Operations planning for a multi-stage kanban system. The coordinated replenishment dynamic lot-sizing problem with quantity discounts
• Abstracts: Improved exploration in Hopfield network state-space through parameter perturbation driven by simulated annealing
• Abstracts: Stochastic optimization on Bayesian nets. The role of the augmented system in interior point methods. The augmented system variant of IPMs in two-stage stochastic linear programming computation
• Abstracts: Managing a successful sale in Germany. Making the marriage work in Germany. Patience pays off
• Abstracts: Successful formula. Mathieu Vrijsen: finding the right chemistry. Home from home in Horgen

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.