Managing and building B2B SME brands : an emerging market perspective
Lin, Fenfang and Ansell, Jake and Marshall, Alasdair and Ojiako, Udechukwu (2019) Managing and building B2B SME brands : an emerging market perspective. PSU Research Review, 3 (3). pp. 191-214. ISSN 2398-4007 (https://doi.org/10.1108/PRR-04-2019-0010)
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Abstract
Purpose This paper aims to distil the management challenge pertaining to B2B SME branding strategy, communication and constraint in the emerging market context of Chinese manufacturing. Design/methodology/approach Complemented by 19 interviews, this paper adopted a novel methodological approach – netnographic analysis – to investigate a selection of Chinese manufacturing SMEs. Findings Findings revealed three managerial approaches to B2B brand management: conservative, flexible and integrated-exploratory. Practical implications Understanding the three approaches offers managerial implications for Chinese manufacturer SMEs to redesign their branding practice. Informed with a better understanding of the available option, they will be able to achieve high value-added production through branding to gain competitiveness. This study sheds light on B2B SME branding from an emerging market perspective, an area that has been largely neglected in the existing literature. Originality/value Findings make a novel contribution to B2B SME brand management literature by clarifying practical management issues pertinent to Chinese emerging market manufacturers in particular, and offering widely generalizable lessons for B2B brand management research.
ORCID iDs
Lin, Fenfang, Ansell, Jake, Marshall, Alasdair and Ojiako, Udechukwu
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Item type: Article ID code: 92192 Dates: DateEvent28 October 2019Published18 July 2019AcceptedSubjects: Social Sciences > Commerce > Business
Social Sciences > Commerce > Marketing. Distribution of productsDepartment: Faculty of Engineering > Design, Manufacture and Engineering Management Depositing user: Pure Administrator Date deposited: 26 Feb 2025 14:37 Last modified: 26 Feb 2025 17:02 URI: https://strathprints.strath.ac.uk/id/eprint/92192