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Brands in, from and to emerging markets: The role of industrial relationships

Gupta, Suraksha, Balmer, John M. T., Low, Brian (2015) Brands in, from and to emerging markets: The role of industrial relationships. Industrial Marketing Management, 51 (1). pp. 4-10. ISSN 0019-8501. (doi:10.1016/j.indmarman.2015.07.006) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided)

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http://dx.doi.org/10.1016/j.indmarman.2015.07.006

Abstract

Adopting an explicit stance of a brand from a corporate viewpoint and taking an industrial marketing management perspective, this article identifies the causes and effects of internationalisation for brands from advanced and emerging markets. It aims to offer significant insights in advancing industrial marketing scholarship and practice. From an extensive review of extant literature, this article put forth two conceptual models (i) for brands from advanced into emerging markets, and (ii) for brands from emerging into advanced markets. These models underpin an industrial setting and are informed by Wernerfelt (1995) resource-based view of the firm as they impact on the future of corporate brand management in an international industrial marketing context.

Item Type: Article
DOI/Identification number: 10.1016/j.indmarman.2015.07.006
Uncontrolled keywords: Corporate Brand Management, Emerging Markets, Internationalisation, Industrial Markets, Industrial Relationships
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Suraksha Gupta
Date Deposited: 14 Dec 2015 20:57 UTC
Last Modified: 29 May 2019 16:47 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/53405 (The current URI for this page, for reference purposes)
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