期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2014
卷号：9
期号：12
页码：62
DOI：10.5539/ijbm.v9n12p62
出版社：Canadian Center of Science and Education
摘要：Purpose of this conceptual article is to clarify scope and propose model of brand orientation inbusiness-to-business (B2B) sector. Brand orientation was first introduced by Urde (1994). To author’s knowledge, Baumgarth (2010) is the only article to propose and empirically test brand orientation construct in B2B context in nearly 20 years. No other study offers explanation to conceptualize brand orientation forindustrial supplier’s perspective. This article addresses following questions. How brand orientation is relevant in B2B sector? And how brand orientation can be conceived and operationalized by industrial supplier in B2B sector? It extensively reviews the brand orientation, industrial marketing and strategic management literature to uncover elements of brand orientation in industrial context. Model has three interdependent levels (mindset, management and performance), and each level is embedded into internal and external environment of industrial supplier.
