Impact of component supplier branding on profitability

• Main Authors: WORM, Stefan, SRIVASTAVA, Rajendra K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Business-to-business brands; Ingredient branding; Component supplier branding; Brand performance; Financial performance; Marketing; Operations and Supply Chain Management
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4123; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5122/viewcontent/ImpactComponentSupplierBrandingProfitability_av.pdf
• Institution: Singapore Management University

In recent years, many business-to-business (B2B) component supplier (CS) firms have added branding to their marketing toolbox. By extending the logic of ingredient branding to B2B components, they aim to create “pull” from B2B end customers by building a strong CS brand image among their customers&#...