Review paper
Market orientation, positioning strategy and brand performance
Abstract
As the importance of B2B branding increases, literature has received considerable attention in the recent years. An underexplored area in B2B branding revolves around brand positioning and its antecedents. Towards this end, this study links market orientation (proactive and responsive) with the various positioning strategies. Specifically, we extend the extant literature by (1) exploring the possible connections (and alignments thereof) between...
Paper Details
Title
Market orientation, positioning strategy and brand performance
Published Date
Aug 1, 2019
Volume
81
Pages
16 - 29
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