B2B Branding in Emerging Markets: A Sustainability Perspective
Abstract
null null B2B companies, especially in emerging markets, operate in socio-economically and ecologically vulnerable areas. We develop a conceptual model for how they can leverage sustainability to build their corporate reputation and reap both social and financial rewards. In doing so companies change their orientation from being market, customer or even shareholder driven and transcend to being stakeholder driven. To demonstrate this we examine...
Paper Details
Title
B2B Branding in Emerging Markets: A Sustainability Perspective
Published Date
Nov 1, 2015
Volume
51
Pages
79 - 88
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