Purpose: The purpose of this paper is to study practices associated with corporate brand alignment enacted by marketing managers in an emerging business to business market. Design/methodology/approach: The “Marketing-as-practice” perspective is used to examine brand alignment-related...

Purpose: Considerable amount of purchases in business-to-business (B2B) markets make through the tendering process. As technology keeps driving B2B procurement, both the supplier/contractor and buyer firms have settled down in their respective roles in the electronic-tendering environment....

Market segmentation has always been seen as a critical marketing decision area for all organization pursuing marketing and strategic planning to manage their businesses. Accordingly, it has received considerable attention by academic researchers since its conception by Smith (1956). Segmentation...

COVID-19 is not just a public health crisis. Its economic fallout is tremendous and still unknown. During and post-COVID, the business will not be as usual. Disaster and recovery management literature provides for ways of working through a crisis including recovery and preparedness. This article...