The Business to Consumer Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

Chapter Two in Brand Breakout, 2013, pp 47-70 from Palgrave Macmillan

Abstract: 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.

Keywords: Develop Market; Private Label; Brand Awareness; Marketing Capability; Soccer Ball (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27662-9_3

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DOI: 10.1057/9781137276629_3

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