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Journal Articles
The rise and rise of the B2B brand
Available to Purchase
Journal:
Journal of Business Strategy
Journal of Business Strategy (2009) 30 (1): 4–13.
Published: 02 January 2009
... tools that can help drive business success and rekindle growth in industrial companies. Findings The paper finds that in more and more industrial sectors, companies view strong brand management as a powerful mechanism for expanding into adjacent markets, acquiring and retaining scarce...
