TAILIEUCHUNG - Branding on B2B corporations trading commodity goods: does it really matter? A theoretical essay

Developments in, and availability of, new production technologies which have reduced the cost and time necessary to make illegal copies of goods have played a part in this growth. This has contributed to growth in markets for counterfeit goods as the amount and range of products create increased profits for those involved in this activity (Savona and Mignone, 2004). In addition, increasing consumer access to the internet – especially through midband and broadband services – has enabled new methods of distribution for counterfeit goods through online auction sites and via peer-to-peer systems. These digital copies are commonly referred to. | XIV Seme p Seminaries em Administraẹão outubro de 2011 ISSN 2177-3866 Área Temática Marketing Branding on B2B corporations trading commodity goods does it really matter A theoretical essay AUTORES LUIZ VALÉRIO DE PAULA TRINDADE UNINOVE - Universidade Nove de Julho luizvalerio_mkt@ SÉRGIO LUIZ DO AMARAL MORETTI UNINOVE - Universidade Nove de Julho sergiomoretti@ CLAUDIA ROSA ACEVEDO Center of Studies in Macromarketing claudiaraac@ Abstract It can be noticed that branding literature is vastly dominated by consumer goods products and on what concerns business-to-business corporations trading commodity goods there is a very limited number of studies. So that the aim of the present study consists of developing a theoretical essay addressing this subject matter. For this purpose it has been carried out a review on 662 articles out of 67 issues of two leading international business-to-business journals Industrial Marketing Management and The Journal of Business Industrial Marketing . It has revealed that only of them have addressed the issue of branding on business-to-business corporations. Moreover the study has also revealed that many corporate managers fail to view branding as relevant for business-to-business corporations as it is for consumer goods companies. Key words branding management commodity goods B2B management XIV Seme D Seminaries em Administracão outubro de 2011 ISSN 2177-3866 1 - Introduction It can be noticed that branding literature is largely dominated by consumer goods examples case studies and theories while on what regards industrial goods or business-to-business B2B marketing there is a considerable lack on this subject matter as pointed out by Leek Christodoulides 2011 and also by Kuhn Nigel Pope 2008 that argue that B2B lacks of a comprehensive branding model. Still within industrial marketing management it is also possible to notice that there is an even greater gap when it comes to assess the relationship or

• Marketing - Bán hàng
• Chronic Inflammation
• Gastroenteropancreatic Neuroendocrine
• Chromogranin
• Molecular Determinants
• High Fertility
• Systems Biology
• BMC Cancer
• Pancreatic cancer
• Three specific biomarkers
• Cox proportional multivariable hazards
• BMC Pharmacology and Toxicology
• Phosphatidylserine containing liposomes
• Reduce inflammation
• Pegylated PSL
• Genome Biology
• NSAID treatment
• Cancer prevention
• Hallmarks of cancer
• CXC chemokine ligand 16
• End stage renal disease
• Chronic inflammation plays
• Purinergic receptor P2X ligand gated ion channel 7
• Monocyte chemotactic protein 1
• Oesophageal cancer
• Several human cancers
• Viral infections
• Tumour related inflammation
• Chronic irritation
• BMC Musculoskeletal Disorders
• Interleukin 6
• Intermuscular adipose tissue
• Quadricep muscles
• BMC Pulmonary Medicine
• Chronic inflammatory disease
• Asthmatic airway inflammation
• Neurogenic airway inflammation
• Airway secretion
• Bronchial circulation
• Rho kinase
• Asthma model
• Lung mechanics
• Guinea pigs
• Chronic airway inflammation
• Physical exercise
• Asthma therapy
• Systematic review
• Meta analysis
• Systemic inflammation
• Pulmonary function
• Chronic spinal cord injury
• Inflammatory markers
• Randomized control trials
• Sebaceous gland hyperplasia
• Diagnostic trial
• Chronic inflammatory responses
• Environmental triggers
• Bacterial infection
• Chronic inflammation of airways
• Acute exacerbations
• Streptococcus pneumoniae
• Chronic obstructive pulmonary disease
• Neutrophilic airway inflammation
• Trimethoprim sulfamethoxazole
• Magnesium isoglycyrrhizinate
• Inflammatory factors IL 6
• Histopathological analysis
• Chronic pain
• Temporomandibular joint dysfunction syndrome
• Chronic inflammation of muscle
• Tumor–stroma interactions
• Chronic pancreatitis
• Surgical PDAC specimens
• Disease specific survival
• BMC Geriatrics
• Chronic venous leg ulcers
• Social genomics
• Psychosocial stressors
• Particularly loneliness
• Chronic hepatitis C
• Sustained virological response
• Hepatocellular carcinoma
• Histological fibrosis
• Persistent histological inflammation
• Allergic asthma
• Interleukin 22
• Animal model
• Ovalbumin sensitization
• Tight junction
• Colorectal cancer
• Chronic ethanol feeding
• Dextran sulfate sodium
• Junction protein expression
• Disease progression
• Lung function
• Airway remodeling
• Cigarette smoke
• BMC Molecular and Cell Biology
• Wound healing
• Platelet rich plasma
• Skin equivalent
• Type2 Diabetes Mellitus