Purpose – The purpose of this paper is to study practices associated with corporate brand alignment enacted by marketing managers in an emerging business to business market. Design/methodology/approach – The “Marketing ...

This study investigates how B2B relationships can be nurtured in the cultural environment of the Indian management style. We have considered three prominent Indian cultural attributes that influence Indian management style: ...

A platform is a business model that allows business-to-business (B2B) participants to connect, interacts, create and exchange value. B2B exploits social media for brand building and branding is vulnerable to attacks, which ...