ABSTRACT
This research aims to examine the relationship between brand orientation and brand performance in business-to-business (B2B) firms in Indonesia, especially for the healthcare industry. This research highlights the role of brand-oriented strategy in transforming internal organizational resources into brand performance through customer value co-creation and brand credibility. A questionnaire-based survey was conducted to collect data from 145 B2B healthcare firms in Indonesia. The results indicate that the brand orientation strategy is significantly related to brand performance. The results also show that the brand orientation strategy is supported by organizational resources, which is entrepreneurial orientation, but this is proven otherwise by marketing capability. It could be concluded that the B2B healthcare firms in Indonesia fully understand the benefit of B2B branding for their brand performance, but they consider external factors when they decide to allocate their resources to develop brand orientation.
