Boosting the financial performance of B2B SMEs: Why brand orientation can pay dividends

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

SMEs operating in the B2B context are able to boost financial outcomes by adopting a branding approach. Strong brand orientation and an emphasis on internal and external communication increases awareness and the brand credibility that can ultimately enhance business and financial performance.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Boosting the financial performance of B2B SMEs: Why brand orientation can pay dividends", Strategic Direction, Vol. 34 No. 7, pp. 32-34. https://doi.org/10.1108/SD-03-2018-0050