The strategic hybrid orientation and brand performance of B2B SMEs Available to Purchase

Muhammad Anees-ur-Rehman is a Doctoral Student of Marketing in the Oulu Business School, University of Oulu. His research interest covers B2B branding and industrial marketing of SMEs. He is investigating the role of brand orientation, market orientation and entrepreneurial orientation in B2B brand performance.

Dr Saila Saraniemi is a Senior Lecturer of Marketing at the Oulu Business School, University of Oulu, Finland. Her main research interests relate corporate, service and place branding, as well as digitalization of services. These phenomena she is especially studying in B2B context. She has been published, among others, in Industrial Marketing Management, Journal of Brand Management and Journal of Business & Industrial Marketing.

Pauliina Ulkuniemi is a Professor of Marketing at the Oulu Business School, University of Oulu, Finland. She is a co-author of papers published in, e.g., Industrial Marketing Management, Scandinavian Journal of Management and Journal of Business & Industrial Marketing. Her current research interests relate to value creation and dynamics of markets especially from service business perspective.

Dr Pia Hurmelinna-Laukkanen is a Professor of Marketing, especially International Business, at the Oulu Business School, University of Oulu, and an Adjunct Professor at the Lappeenranta University of Technology, School of Business and Management. She has published over 50 refereed articles in journals such as Journal of Product Innovation Management, R&D Management, and Technovation. She has contributed to book chapters, over 100 conference papers, and several other scientific and managerial publications. She is a Member of editorial boards of Industrial Marketing Management, Journal of Innovation Management, Journal of Service Management, and ISPIM scientific panel. She also has been serving as a Quest Editor and a Reviewer for many journals and conferences such as Journal of Management Studies, Research Policy, and Industry & Innovation. Her research covers varying topics in the field of marketing and strategic management in contexts like internationalization and inter-organizational collaboration.