Dinamic Capabilities and B2B Branding in Industrial Markets

Abstract

Nowadays, change is an inevitable factor in the development of any organization. The dynamic business environment has brought new challenges for organizations, industries, and countries. Success in such times demands new perspectives on competitiveness and performance. In the context of business performance, the focus should be on the dynamic capabilities and on brand strategies that contribute to the development of the organizations. In this paper, we analyze industrial B2B branding as a possible source of obtaining competitive advantage and business performance.