Markenorientierung und -führung im B-to-B-Geschäft

Abstract

Abstract Title Brand orientation and management within the B-to-B industry. A theoretical and empirical analysis of significance, causal determinants, effects on success and tools in family-owned businesses Matter of Investigation Investigation and clarification of significance, causal determinants, effect on success and tools of brand orientation for German- speaking family-owned businesses within the B-to-B industry. Deduction of recommendations for objective-compatible and successful planning of strategic brand management in practice. Methodological Approach Theory-conducted, empirical structural equation analysis using a multivariate cause and effect analysis (causal analysis). Objectives 􀂃 Clarification of conceptual and theoretical principles as well as the categorization of the characteristics of the examined family- owned businesses. 􀂃 Theoretical analysis and proof of the brand relevance in B-to-B businesses. 􀂃 Revelation of the causal determinants that explain the level of brand orientation. 􀂃 Clarification of the economical profit contribution of brand orientation in the B-to-B industry. 􀂃 Depiction of a mood board of family-owned business practical experiences for the current and future meaning as well as tools for brand orientation in the B-to-B industry. 􀂃 Attempt to deviate goal-oriented business practice recommendations. 􀂃 Contribution to the advancement of comprehension and acceptance for the brand phenomenon in the B-to-B industry. These objectives ought to be reached through the theoretical and empirical investigation of four major research questions: Scientific Questioning/ Research Questions 1. Do brands have an importance for family-owned B-to-B businesses? 2. From the point of view of family-owned businesses, which determinants explain the level of brand orientation within the B-to-B industry? Abstract VII 3. Does a high level of brand orientation have a positive impact on the economical success of the family-owned B-to-B businesses? 4. How are significance and tools of brand management presented in German family-owned B-to-B businesses today and in the future? Key Results Research Question 1: Brands have a high significance for family- owned B-to-B businesses. Due to environmental changes this brand significance will, by trend, rise even further. Research Question 2: Brand orientation in the examined familyowned B-to-B businesses is influenced by factors from the character dimensions „supplier“, „acquisition“, „industry“ und „benefit/ acquisition context“. The supplier dimension determinant „tradition as family-owned business“ affects the level of brand orientation the most. However, „size of the family-owned business“ and „Buying Center heterogeneity“ have a highly significant effect on the brand orientation. In total, 8 out of 10 a priori hypotheses on possible determinants were confirmed empirically. The model of investigation was able to explain 35. 1% of the brand orientation with the help of the chosen determinants. Research Question 3: For the first time ever, the empirical verification that the level of brand orientation has an influence on the economical success of family-owned B-to-B businesses was rendered with this study. The developed model of investigation explains 24. 9% of the variance of the economical success of the examined family-owned B-to-B businesses. Research Question 4: The extent of the ascribed current relevance of brand orientation rises with the size of the examined family-owned businesses. Within the next 3 years all questioned businesses expect an even higher relevance of their brand than today. Whilst the companies with the brand tools „personal selling/ distribution“ and „internal strategic brand management“ seem to be positioned in a modern way, there is a immense need for action in the instrumental areas „brand communication“ and „brand controlling“. Target Group Shareholder, manager and marketing decision makers from family- owned B-to-B businesses as well as academics and business students with a focus on distributive trade, brand management and marketing.