- Author
- Steve Muylle (UGent) , Niraj Dawar and Deva Rangarajan (UGent)
- Organization
- Abstract
- This article, based on work with dozens of Business-to-Business firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. B2B brand architecture is a function of two key dimensions: the organizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized. This framework and the axiom of risk alleviation through the sales process together capture the principal elements of B2B brand architecture design. (Business to business (B2B), Brand management Case Study)
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-3121645
- MLA
- Muylle, Steve, et al. “B2B Brand Architecture.” CALIFORNIA MANAGEMENT REVIEW, vol. 54, no. 2, 2012, pp. 58–71.
- APA
- Muylle, S., Dawar, N., & Rangarajan, D. (2012). B2B brand architecture. CALIFORNIA MANAGEMENT REVIEW, 54(2), 58–71.
- Chicago author-date
- Muylle, Steve, Niraj Dawar, and Deva Rangarajan. 2012. “B2B Brand Architecture.” CALIFORNIA MANAGEMENT REVIEW 54 (2): 58–71.
- Chicago author-date (all authors)
- Muylle, Steve, Niraj Dawar, and Deva Rangarajan. 2012. “B2B Brand Architecture.” CALIFORNIA MANAGEMENT REVIEW 54 (2): 58–71.
- Vancouver
- 1.Muylle S, Dawar N, Rangarajan D. B2B brand architecture. CALIFORNIA MANAGEMENT REVIEW. 2012;54(2):58–71.
- IEEE
- [1]S. Muylle, N. Dawar, and D. Rangarajan, “B2B brand architecture,” CALIFORNIA MANAGEMENT REVIEW, vol. 54, no. 2, pp. 58–71, 2012.
@article{3121645,
abstract = {{This article, based on work with dozens of Business-to-Business firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. B2B brand architecture is a function of two key dimensions: the organizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized. This framework and the axiom of risk alleviation through the sales process together capture the principal elements of B2B brand architecture design. (Business to business (B2B), Brand management Case Study)}},
author = {{Muylle, Steve and Dawar, Niraj and Rangarajan, Deva}},
issn = {{0008-1256}},
journal = {{CALIFORNIA MANAGEMENT REVIEW}},
language = {{eng}},
number = {{2}},
pages = {{58--71}},
title = {{B2B brand architecture}},
volume = {{54}},
year = {{2012}},
}