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Business-to-business branding: continuit?, discontinuit? e problemi aperti

Author

Listed:
  • Fabio Cassia
  • Alberto Marino

Abstract

La crescente competizione globale che coinvolge sempre pi? intensamente anche i mercati industriali ha portato negli ultimi anni diversi Autori ad interrogarsi circa il ruolo potenziale che la marca pu? assumere per l?affermazione di vantaggi competitivi in tali contesti. Prendendo avvio da una dettagliata revisione della Letteratura sul business-to-business branding, il presente lavoro si propone innanzitutto di dimostrare come parte della conoscenza disponibile possa risultare fuorviante. Attraverso un?analisi di uno studio di Kotler e Pfoertsch (2006), si evidenzia in particolare l?inefficacia di un diretto ed incondizionato trasferimento dei principi e soprattutto delle strategie di branding dai mercati B2C a quelli B2B. Infine, il lavoro propone alcune proposizioni teoriche nella prospettiva della costruzione di un modello complessivo di business branding basato sulle circostanze, radicato nell?approccio relazionale.

Suggested Citation

  • Fabio Cassia & Alberto Marino, 2011. "Business-to-business branding: continuit?, discontinuit? e problemi aperti," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(1), pages 139-159.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-001008
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    Cited by:

    1. Daniela Andreini & Giuseppe Pedeliento, 2013. "B2B vs. B2C: an empirical attempt to bridge the gap," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 73-96.

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