30 ANS DE RECHERCHE SUR LA MARQUE BtoB

Christophe Benaroya ()
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Christophe Benaroya: M&CN - Marketing & Communication Networks - Toulouse Business School

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Abstract: It took over forty years to widespread a marketing approach in the business-to-business (B2B) context. Owing to the heating-up competition, organizations selling goods and services to other organizations explore new ways to create a sustainable advantage, to deliver superior value to customers, and generate higher profits. While branding has long been a central tenet of BtoC, recent years have witnessed growing interest in B2B/industrial brands. The purpose of this working paper is to review the branding research in business markets from the outset in the seventies to nowadays. Despite the "usual" relative confusion characterizing any emerging field, the thorough investigation of the publications enables to propose to clarify the BtoB brand issues, highlighting four major periods of research, eleven key topics and the main schools of thought crossing author's mind. An agenda is finally suggested for extending the research.

Keywords: Brand; Branding; Trends; Literature review; Model; Theory; BtoB; B2B; Marque; Evolution; Revue de littérature; Modèle; Théorie (search for similar items in EconPapers)
Date: 2010-05-06
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Published in 2010, pp.1

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00972015

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