Establishing brand equity among business-to-business referral sources in the emerging markets: The case of specialty medical practice

The goal of this study is to establish brand equity among business-to-business (B2B) referral sources in the emerging markets. We consider the case of specialty medical practices (SMPs) within these markets to achieve this objective. In this regard, we conducted a qualitative study among doctors/man...

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Bibliographic Details
Published in:Industrial marketing management 2015-11, Vol.51, p.26-34
Main Authors: Kumar, V., Cohen, Greg S., Rajan, Bharath
Format: Article
Language:English
Subjects:
Brand equity
Business to business commerce
Business-to-business channels
Emerging markets
Market strategy
Medical practices
Qualitative analysis
Referral marketing
Specialty medical practice
Validation studies
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Summary:The goal of this study is to establish brand equity among business-to-business (B2B) referral sources in the emerging markets. We consider the case of specialty medical practices (SMPs) within these markets to achieve this objective. In this regard, we conducted a qualitative study among doctors/managers involved in SMPs in a developed market to understand the functioning of an SMP, and observe the process of building brand equity among referral sources. Based on the insights, we propose a conceptual framework to establish brand equity for SMPs in the emerging markets that focuses on B2B relationships. This is one of the first studies to explore the SMP industry in the emerging markets. We also highlight future directions and call for empirical validation of the proposed framework.
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2015.04.018