Purpose – The purpose of this paper is to examine the way in which brand positioning elements are manifested in the business‐to‐business (B2B) online environment. Design/methodology/approach – The UK print industry is used to investigate the web site elements used to communicate...

The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research...