Thesis

Investigating the impact of strategic brand management on export performance in the B2B context

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Awarding institution
  • University of Strathclyde
Date of award
  • 2018
Thesis identifier
  • T14878
Person Identifier (Local)
  • 201377092
Qualification Level
Qualification Name
Department, School or Faculty
Abstract
  • Despite an upsurge of interest in the potential benefits of Business to Business (B2B) branding, research in the area within the context of international trade is practically nonexistent. This study focuses attention on B2B strategic brand management in overseas markets, using data collected from 34 qualitative interviews and a survey of 208 UK international B2B goods and service suppliers. Drawing on Resource Based Theory (RBT) and the Structure Conduct Performance (SCP) framework, this study advances previous models and presents an innovative new framework which positions strategic brand management as a fundamental deterministic factor in explaining B2B firm performance in export markets. Findings show certain organisational resources (financial) and capabilities (market information, branding, marketing planning) are advantageous antecedents to the employment of superior strategic brand management in foreign markets which, in turn, leads to increased financial and market performance internationally. The findings also demonstrate that certain external environmental conditions (macro enabling, micro precipitating, foreign market competitiveness) can both positively and negatively directly influence a B2B firm’s strategic brand management which consequently will impact performance. In addition, there was not found to be a significant positive moderating effect from Country of Origin (COO) on the influence of superior strategic brand management on international firm performance. Keywords: B2B, Strategic Brand Management, International Branding, International Marketing, Export Performance, Resource Based Theory, Structure Conduct Performance, Country of Origin.
Advisor / supervisor
  • Wilson, Alan
  • Doherty, Anne Marie
  • Gounaris, Spiros
Resource Type
Note
  • Previously held under moratorium from 1st July 2018 until 7th July 2025.
DOI
Date Created
  • 2018
Former identifier
  • 9912600593502996

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