B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands

This research explored important questions concerning how top-performing African B2B service brands position their in this increasingly globalised, technology-driven and competitive digital ecosystem. In Study 1, we performed a content analysis of the homepages websites 140 to explore most frequently used positioning signals. 2, conducted semi-structured interviews with 32 managers understand processes, challenges and, ultimately, tension involved managing brands. Our revealed tensions around curating sense professionalism, building trustworthiness being proud roots. The contributes literature on brand show alignment between signal delivered managers' perception developing may shape different strategies. addition, study offers practical implications for Africa develop brands, decide possible signals include manage branding within business operations best way.