Please use this identifier to cite or link to this item: http://buratest.brunel.ac.uk/handle/2438/11262
Title: Brands in, from and to emerging markets: The role of industrial relationships
Authors: GUPTA, S
BALMER, JMT
LOW, B
Keywords: Emerging markets;Industrial marketing management;Advanced markets
Issue Date: 2015
Citation: Industrial Marketing Management, 2015
Abstract: Adopting an explicit stance of a brand from a corporate viewpoint and taking an industrial marketing management perspective, this article identifies the causes and effects of internationalisation for brands from advanced and emerging markets. It aims to offer significant insights in advancing industrial marketing scholarship and practice. From an extensive review of extant literature, this article put forth two conceptual models (i) for brands from advanced into emerging markets, and (ii) for brands from emerging into advanced markets. These models underpin an industrial setting and are informed by Wernerfelt (1995) resource - based view of the firm as they impact on the future of corporate brand management in an international industrial marketing context.
URI: http://bura.brunel.ac.uk/handle/2438/11262
ISSN: 1873-2062
Appears in Collections:Brunel Business School Research Papers

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