Version 1
: Received: 19 June 2024 / Approved: 20 June 2024 / Online: 20 June 2024 (15:39:23 CEST)
How to cite:
Holloway, S. Brand Communication and Supply Chain Management: A Qualitative Study on Co-Creation of Value in B2B Markets. Preprints2024, 2024061459. https://doi.org/10.20944/preprints202406.1459.v1
Holloway, S. Brand Communication and Supply Chain Management: A Qualitative Study on Co-Creation of Value in B2B Markets. Preprints 2024, 2024061459. https://doi.org/10.20944/preprints202406.1459.v1
Holloway, S. Brand Communication and Supply Chain Management: A Qualitative Study on Co-Creation of Value in B2B Markets. Preprints2024, 2024061459. https://doi.org/10.20944/preprints202406.1459.v1
APA Style
Holloway, S. (2024). Brand Communication and Supply Chain Management: A Qualitative Study on Co-Creation of Value in B2B Markets. Preprints. https://doi.org/10.20944/preprints202406.1459.v1
Chicago/Turabian Style
Holloway, S. 2024 "Brand Communication and Supply Chain Management: A Qualitative Study on Co-Creation of Value in B2B Markets" Preprints. https://doi.org/10.20944/preprints202406.1459.v1
Abstract
Brand communication and supply chain management are critical components of value co-creation in B2B markets, yet their interplay and implications remain underexplored in current literature. This qualitative study investigates how these elements synergistically contribute to mutual value creation among businesses. Through semi-structured interviews with senior executives and managers from diverse industries, key insights were gleaned regarding the strategic alignment of brand communication strategies with supply chain practices. Findings underscore the importance of authenticity, transparency, and consistency in brand messaging to build credibility and foster stakeholder trust. Supply chain management emerged as pivotal in supporting effective brand communication, facilitated by advancements in AI, blockchain, IoT, and cloud computing, enhancing operational efficiency and responsiveness across global networks. Entrepreneurship and emotional intelligence were identified as crucial drivers of innovation and collaboration within B2B contexts, augmenting organizational agility and resilience. Furthermore, the integration of sustainable practices within supply chain operations was found to enhance brand reputation and mitigate risks associated with environmental and ethical considerations. The study highlights actionable insights for practitioners, emphasizing the strategic integration of brand communication and SCM capabilities to navigate complexities, capitalize on emerging opportunities, and foster sustainable growth. This research contributes to a deeper understanding of the multifaceted dynamics shaping B2B interactions and provides a foundation for future research endeavors. By aligning brand communication strategies with SCM practices and leveraging technological advancements, businesses can enhance competitive advantage, cultivate enduring relationships with stakeholders, and achieve sustainable success in a dynamic global marketplace.
Keywords
Brand communication; Supply chain management; Value co-creation; B2B markets; Sustainability
Subject
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
