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B2B Brand positioning in emerging markets: exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands
journal contribution
posted on 2023-06-10, 05:55 authored by Emmanuel Mogaji, Maria RestucciaMaria Restuccia, Zoe Lee, Nguyen Phong NguyenThis research explored important questions concerning how top-performing African B2B service brands position their brands in this increasingly globalised, technology-driven and competitive digital ecosystem. In Study 1, we performed a content analysis of the homepages of the websites of 140 top-performing African B2B service brands to explore the most frequently used positioning signals. In Study 2, we conducted semi-structured interviews with 32 managers to understand the processes, challenges and, ultimately, the tension involved in managing their brands. Our analysis revealed tensions around curating a sense of professionalism, building a sense of trustworthiness and being proud of African roots. The research contributes to the literature on B2B brand positioning to show how the alignment between the signal on delivered positioning on brand websites and managers’ perception in developing brand positioning may shape different positioning strategies. In addition, the study offers practical implications for managers of B2B service brands in Africa on how to develop their brands, decide the possible signals to include in their websites and manage the branding tension within their business operations in the best way.
History
Publication status
- Published
File Version
- Published version
Journal
Industrial Marketing ManagementISSN
0019-8501Publisher
ElsevierExternal DOI
Volume
108Page range
237-250Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2023-01-10First Open Access (FOA) Date
2023-01-10First Compliant Deposit (FCD) Date
2023-01-10Usage metrics
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