Multiple stakeholders and B2B branding in emerging markets

Research output: Contribution to journalArticle


The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.

The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.

The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.

The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.


External organisations
  • Umeå University
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration


  • Emerging markets, Brand value, Stakeholders, B2B branding, Brand strategy
Original languageEnglish
Pages (from-to)287-309
Number of pages23
JournalQualitative Market Research: An International Journal
Issue number3
Publication statusPublished - 2016 Jun 1
Publication categoryResearch

Total downloads

No data available