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The Business to Consumer Route

In: Brand Breakout

Author

Listed:
  • Nirmalya Kumar
  • Jan-Benedict E. M. Steenkamp

Abstract

Global firms from emerging markets tend to compete in business markets, that is, they sell their output to overseas companies (B2B) or governments (B2G) rather than to households (B2C) in foreign countries. In business markets, a firm typically targets a limited set of organizational customers, who buy in bulk based on rational price and quality, not on brand. Branding activities are often unnecessary, and distribution is less important since large global customers have their own distribution capabilities. Even if a firm must set up a distribution network, it need reach only the relatively fewer business customers.

Suggested Citation

  • Nirmalya Kumar & Jan-Benedict E. M. Steenkamp, 2013. "The Business to Consumer Route," Palgrave Macmillan Books, in: Brand Breakout, chapter 0, pages 47-70, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27662-9_3
    DOI: 10.1057/9781137276629_3
    as

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