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 overseasmarkets, using data collected from 34 qualitative interviews and a survey of 208 UKinternational B2B goods and service suppliers. Drawing on Resource Based Theory (RBT)and the Structure Conduct Performance (SCP) framework, this study advances previousmodels and presents an innovative new framework which positions strategic brandmanagement as a fundamental deterministic factor in explaining B2B firm performance inexport markets. Findings show certain organisational resources (financial) and capabilities(market information, branding, marketing planning) are advantageous antecedents to theemployment of superior strategic brand management in foreign markets which, in turn, leadsto increased financial and market performance internationally. The findings alsodemonstrate that certain external environmental conditions (macro enabling, microprecipitating, foreign market competitiveness) can both positively and negatively directlyinfluence a B2B firm’s strategic brand management which consequently will impactperformance. In addition, there was not found to be a significant positive moderating effectfrom Country of Origin (COO) on the influence of superior strategic brand management oninternational firm performance.Keywords: B2B, Strategic Brand Management, International Branding, InternationalMarketing, 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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