Riassunto analitico
Purpose:
The main purpose of the thesis is to examine and explore the various core elements that may have a
significant influence on building and managing brands, under the business-to-business viewpoint, and
that enables them to embody such value-laden propositions. It is important to understand and
highlight the crucial points on which it is necessary to invest in order make informed decisions and
stay competitive on the industrial markets.
The above stated goal will be accomplished by answering some sub-research questions:
• What are the salient mechanisms and factors that allow a product innovation to turn into positive
brand associations and to translate or to strengthen the idea of ‘innovative’ company in the B2B
context?
• How does the company size affect the mechanisms that allow a company to transform innovation’s
value into brand’s value?
Method:
The method used to gather information for the study was a self-administer questionnaire, specifically
a Computer Assisted Web Interviewing (CAWI); the survey was created electronically through the
platform of ‘Google Forms’ and distributed by e-mail, containing the web link on which the subjects
had to click to access the questionnaire. The respondents had to completed it by themselves and the
responses were automatically recorded into an Excel database.
Results:
Highlight which are the factors at play that have influence on brand in business markets and brand
associations, suggesting the practical marketing implications for GRAF Synergy (and possibly for
other similar SMEs). Additionally, this also responses to the broader need of extending the research
in this area of study.
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