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Title: Corporate Brand: Business to Business
Authors: Sequeira, N
da Silva, RV
Syed Alwi, SF
Keywords: Corporate reputation;Company positioning;Corporate brand
Issue Date: 2015
Publisher: Routledge
Citation: Corporate Branding: Arenas, Areas and Approaches, 2015, pp. 112 - 129
Abstract: In B2B markets, choosing the wrong business partner can reduce the company’s ability to survive and thrive into the future. Stakeholder involvement in organizations and the complex set of interactions between stakeholders and the organization, expressed in formal and informal relationships and characterized by a wide array of experiences, impressions, facts, perceptions, beliefs and knowledge, all of these contribute in different measures to organizational reputation.
ISBN: 978-0-415-72111-0
Appears in Collections:Brunel Business School Research Papers

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