2023-04-132023-04-13https://www.alexandria.unisg.ch/handle/20.500.14171/58307The goal of the B2B Brand Excellence research program is that companies collaborate with the Center for Customer Insight (CCI) in developing industry-specific concepts, management approaches and ways to measure brand management in the context of B2B. B2B Brand Excellence is an application-oriented research program. CCI and the other partner companies will set themselves the goal of generating results that can be practically applied and scientifically evaluated (publications). The research program B2B Brand Excellence supports the professionalisation of brand management in partner companies and establishing a comprehensive B2B brand management community.Brand ManagementCross Industrial CollaborationHuman Resources Developmentapplied research project