Clarifying the Brand Orientation Construct for Business-to-Business Sector

摘要: Purpose of this conceptual article is to clarify scope and propose model brand orientation in business-to-business (B2B) sector. Brand was first introduced by Urde (1994). To author’s knowledge, Baumgarth (2010) the only empirically test construct B2B context nearly 20 years. No other study offers explanation conceptualize for industrial supplier’s perspective. This addresses following questions. How relevant sector? And how can be conceived operationalized supplier It extensively reviews orientation, marketing strategic management literature uncover elements context. Model has three interdependent levels (mindset, performance), each level embedded into internal external environment supplier.