The performance of corporate brands is a very significant and key metric in gauging the degree of success of the respective firms. In a business-to-business setting, corporate brands are of even larger importance and greater relevance. From a strategic marketing perspective, this study looks at market orientation as a major antecedent to enhanced corporate brand performance. The presence of relationship orientation and innovativeness as two strategic marketing mediators affect the association that the study tries to establish between market orientation and corporate brand performance. In the backdrop of Indian B2B firms, a dyadic analysis is carried out to eke out the relationships between the two main and the two mediatory concepts. The analysis, done with a Bayesian paradigmatic approach, comes up with a linkage between corporate brand performance and market orientation under positive mediatory influences of innovativeness and relationship orientation.

Brand management is major important for small and medium sized firms’ performance in business to business markets. Brand management involves the design and implementation of marketing campaigns and activities to build, measure and manage brand equity. Brand equity can be measured by objective brand performance based on relative market prices. However, no study confirmed that brand management explains objective brand performance. In the context of this study about floricultural growers, it is unclear why buyers pay a higher price for certain growers’ batches. The problem of this branding study generates four specific research questions and that follow up the following general research question: ‘To what extent do Dutch floricultural growers use brand management to increase their performance?’

This book aimed to examine the mediating role of brand orientation and the moderating role of competitive intensity in the relationship between market orientation and brand performance in Malaysian hotel industry. The Malaysian service industry has gained greater attention in today's business environment since it has been a major player in the growth of Malaysian economy. The industry is contributing more than 50 percent of the nation's real GDP. One of the most promising industries in Malaysia is the hotel industry. Majority of performance measures have been discussed at the macro level, that is, the overall organizational performance. However, the micro level performance measures such as brand performance has been neglected. To align with the Industrial Master Plan to meet the economic agenda of the nation, branding strategy is crucial because brand is considered an organization's primary asset. The study was based on a sample gathered from middle-level managers of star-rated hotels in Peninsular Malaysia, using a self-administered questionnaire.

As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer centric policies. Customer-Centric Marketing Strategies: Tools for Building Organizational Performance provides a more conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts. This book will discuss how to improve the organization’s financial and marketing performance.

Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).

"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--

Bachelor Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: This thesis studies the business performance of firms in the food and beverage industry in Sri Lanka by using the market orientation theoretical framework to explain why some firms are more successful than others. It also investigates how firms become more market-oriented and whether there is a significant relationship between market orientation and business performance. Data was collected through a survey using a self-administered questionnaire. A total of 160 questionnaires were sent to top and middle level managers employed in 21 food and beverage companies operating in Sri Lanka. 120 questionnaires were returned, all of which were usable. In a next step, the questionnaires were coded into SPSS version 21 for Pearson Correlation Analysis and Multiple Regression Analysis. The results from this study indicate that market orientation has a positive impact on business performance of organizations operating in the food and beverage industry in Sri Lanka. Moreover, the results reveal that customer orientation has a positive significant impact on business performance. Also, results suggest that the impact of competitor orientation on business performance is positive and significant. Results suggest that inter-functional coordination has a negative significant impact on business performance of organizations operating in the food and beverage industry in Sri Lanka. The results of this study suggest that firms operating in the food and beverage industry should be focused on approaches of customer orientation, competitor orientation and inter-functional coordination activities of organizations in order to be more successful in the prevailing business environment and to achieve high business performance.