Impact of component supplier branding on profitability
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&#...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2014
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| 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 |
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| Institution: | Singapore Management University |
| Language: | English |