Brand orientation

2021 ◽  
pp. 119-133
Author(s):  
Jon Bertilsson ◽  
Jens Rennstam ◽  
Katie Sullivan
Keyword(s):  
Brand Orientation

Editorial

2017 ◽  
Vol 5 (1) ◽  
pp. 1-2
Author(s):  
Ibrahim Sirkeci
Keyword(s):  
Business Performance ◽  
Brand Orientation ◽  
Young Firms

In this issue of Transnational Marketing Journal, we are pleased to offer four articles covering issues from brand orientation and business performance within young firms to co-creation and challenges with technology in extending brands. Four articles look at different countries and mobility impact is a cross-cutting theme. 

Boosting the financial performance of B2B SMEs

2018 ◽  
Vol 34 (7) ◽  
pp. 32-34
Keyword(s):  
Financial Performance ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Orientation ◽  
Content Type ◽  
Financial Outcomes ◽  
External Communication ◽  
Brand Credibility ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings SMEs operating in the B2B context are able to boost financial outcomes by adopting a branding approach. Strong brand orientation and an emphasis on internal and external communication increases awareness and the brand credibility that can ultimately enhance business and financial performance. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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