Dinamic Capabilities and B2B Branding in Industrial Markets
Dinamic Capabilities and B2B Branding in Industrial Markets
Author(s): Ana Maria German, Florin Nechita Subject(s): Social Sciences, Sociology
Published by: Editura Universitatii Transilvania din Brasov
Keywords: dynamic capabilities; B2B organisations; brand equity; performance; industial markets
Summary/Abstract: Nowadays, change is an inevitable factor in the development of any organization. The dynamic business environment has brought new challenges for organisations, industries and countries. Success in such times demands new perspectives on competitiveness and performance. In the context of business performance, the focus should be on the dynamic capabilities and on brand strategies that contribute to the development of the organisations. In this paper we analyze the industrial B2B branding as a posible source of obtaining competitive advantage and business performance.
Journal: Bulletin of the Transilvania University of Braşov, Series VII: Social Sciences and Law
- Issue Year: 2015
- Issue No: 2
- Page Range: 155-162
- Page Count: 8
- Language: English