An empirical analysis of the role of industrial brands for industrial distributors

Journal of Strategy and Management 

Do industrial retailers value industrial brands?  We conduct two studies with B2B retailers and find that industrial brands are at least as important as price and margins for B2B retailers as purchase factor. Industrial brands thus create value not only for industrial end-users, but also for industrial distributors. 

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Publications

This framework highlights how decisions about purchase prices by customers and price setting decisions by managers consistently violate rational choice principles.
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