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Focusing on the intricacies of B2B branding, this paper explores the dynamics of business networks, supply chain management, and the significance of small companies within these frameworks. It questions the visibility and importance of B2B brands compared to their B2C counterparts, emphasizing the larger volume of the B2B market. The study also examines the challenges of managing difficult relationships and the value of business relationships in enhancing brand equity, shedding light on the often-overlooked aspects of branding in the B2B context.
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Business as Networks and the Relationship context, Supply Chain Management, Services for Business Markets and Open Innovation, Thomas Rosenberger
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- 2019
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