Supplier-initiated ingredient/component branding

Supplier-initiated ingredient/component branding

<h3>Purpose</h3><p dir="ltr">This paper aims to understand the process of initiating ingredient/component (IC) branding from the supplier's perspective. It proposes modeling entrepreneurial orientation (EO) as an antecedent factor and differentiation abilities (funct...

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Bibliographic Details
Main Author: Abdullah M. Aljafari (18068533) (author)
Other Authors: Tom J. Brown (18068536) (author)
Published: 2020
Subjects:
Commerce, management, tourism and services
Marketing
Entrepreneurial orientation
Ingredient branding
Component branding
Functional differentiation ability
Reputational differentiation ability
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