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首页> 外文会议>Summer AMA Conference >Global Branding in a B2B Setting: Investigating International Brand Management as a Driver of Export Performance
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Global Branding in a B2B Setting: Investigating International Brand Management as a Driver of Export Performance

机译：B2B的全球品牌设置：调查国际品牌管理作为出口表现的司机

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Branding is a fundamental element of the marketing discipline yet relatively little consideration has been given to the implications a successful branding approach has within the context of Business to Business (B2B) literature, and particularly in relation to company's exporting efforts, which remain one of the most significant drivers of economic growth (WTO, 2013). This is probably because brand management related academic investigation has traditionally focused on the impact brand management has on the success of business to consumer (B2C) companies' marketing strategy, while suppliers of business customers frequently place less strategic importance on branding (Homburg et. al. 2010), despite the fact brand management is equally important for success in the B2B context (Kotler & Pfoertsch 2007). To highlight the importance of branding in a B2B setting it is worth noting that six of the top sixteen worlds most valuable brands in 2015 are earning substantial revenue from B2B markets; Microsoft, IBM, General Electric, Intel, Cisco and Oracle (Interbrand, 2015). These brands operating in a B2B context are truly international, so it is surprising to find there is a near void of academic research investigating international brand management specifically within a B2B setting. Extant knowledge from B2C however cannot readily be extended in the B2B context since the fundamental differences between B2C and B2B customers are only accentuated by the more functional manner of B2B buying behavior (Mudambi, 2002; Morgan & Slotegraaf 2012) and the distinction between corporate or product branding (Ohnemus, 2009, Keller, 2015). Hence a clear and important gap in the literature is evident.
机译：品牌是营销纪律的基本要素，但仍然考虑了一个成功的品牌方法在企业（B2B）文学方面的内容，特别是与公司的出口努力有关，仍然是努力的影响最重要的经济增长驱动因素（WTO，2013）。这可能是因为品牌管理相关的学术调查传统上专注于影响品牌管理对消费者（B2C）公司的营销策略的成功，而商业客户的供应商经常在品牌方面的重点频率较差（Homburg等人。2010），尽管事实上，品牌管理在B2B背景下的成功同样重要（Kotler＆Pfoertsch 2007）。为了强调品牌的重要性，值得注意的是，2015年十六位世界最有价值的品牌中有6个世界上最有价值的品牌的重要性值得注意的是，来自B2B市场的大量收入;微软，IBM，General Electric，Intel，Cisco和Oracle（Interbrand，2015）。这些品牌在B2B环境中运营的是真正的国际性，因此发现在B2B设置中专门研究国际品牌管理的学术研究近无效是令人惊讶的。然而，B2C中的现存知识在B2B语境中不能容易地扩展，因为B2C和B2B客户之间的基本差异仅被B2B购买行为的更常用方式（Mudambi，2002; Morgan＆Slotegraaf 2012）和公司之间的区别产品品牌（Ohnemus，2009，凯勒，2015）。因此，文学中的明确而重要的差距很明显。

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