Supplier-initiated ingredient/component branding

Volume: 35, Issue: 6, Pages: 1023 - 1035
Published: Apr 8, 2020
Abstract
This paper aims to understand the process of initiating ingredient/component (IC) branding from the supplier's perspective. It proposes modeling entrepreneurial orientation (EO) as an antecedent factor and differentiation abilities (functional and reputational) as mediators. Investigating IC branding from the supplier's perspective is critical given the cost and risk associated with implementing such a strategy.,A total of 5,254 manufacturing...
Paper Details
Title
Supplier-initiated ingredient/component branding
Published Date
Apr 8, 2020
Volume
35
Issue
6
Pages
1023 - 1035
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