Understanding Interactive Network Branding in SME Firms

Inbunden, Engelska, 2019

Av Jan-Åke Törnroos, Finland) Tornroos, Jan-Ake (Abo Akademi University, Nikolina Koporcic, UK) Koporcic, Nikolina (University of Nottingham

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Introducing the innovative concept of Interactive Network Branding (INB), this book offers academics and professionals a theoretical framework, alongside practical examples, to develop INB in the context of small and medium-sized enterprises (SMEs). Combining a business network approach with contemporary corporate branding research, a variety of topics are explored, including: strategizing in SME networks, market management, corporate identity, corporate reputation, human-to-human (H2H) interactions. This broad range of perspectives, from business networks to corporate branding, highlights the latest trends in both business marketing and organizational research whilst emphasizing the influential role of human actors in SMEs. Looking at successful cases of INB and analysing cases where branding has gone wrong, Understanding Interactive Network Branding in SME Firms offers guidelines for researchers in marketing theory and practitioners working in SME firms to develop their branding models and processes in fast changing business environments.

Produktinformation

Utgivningsdatum2019-11-12
Mått152 x 229 x 15 mm
Vikt366 g
FormatInbunden
SpråkEngelska
Antal sidor176
FörlagEmerald Publishing Limited
ISBN9781789739787

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Försäljning och marknadsföring inom Ekonomi och ledarskap

Nikolina Koporcic is Assistant Professor of Marketing at Nottingham University Business School, University of Nottingham, UK. Her research on corporate branding, business-to-business relationships and networks has been published in Industrial Marketing Management, Journal of Business and Industrial Marketing, the IMP Journal, and Econviews.Jan-Åke Törnroos is Professor Emeritus of International Marketing at the School of Business and Economics, Åbo Akademi University, Finland. His research on business marketing in networks, international marketing, and inter-cultural management has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Business and Industrial Marketing.

Introduction Part I. Business networksChapter 1.Background of the Interaction and Network Approach Chapter 2.Strategizing in SME networks Chapter 3.Market Management in business relationships Part II. Corporate brandingChapter 4.Development of corporate branding research in business markets Chapter 5.Corporate identity of SMEs Chapter 6.Corporate reputation of SMEs Part III. Interactive Network BrandingChapter 7.The main constituents of Interactive Network Branding Chapter 8.Human-to-human (H2H) interactions in business networks Chapter 9.Interactive Network Branding model Part IV. Examining INB in business marketsChapter 10.Understanding basic methodological issues of INB Chapter 11.Qualitative case studies Chapter 12.INB Process research Part V. Case examples of INBChapter 13.Successful cases of Interactive Network Branding Chapter 14.When branding goes wrong in B2B markets: Guidelines for SMEs Conclusions

Koporcic and Tornroos present their current understanding of Interactive Network Branding, a concept they have been developing for some years. In particular, they consider how small and medium-sized companies can interact with other entities-even competitors-to establish and promote their brand. Their topics include market management in business relationships, the corporate identity of small and medium-sized companies, human-to-human interactions in business networks, understanding basic methodological issues of interactive network branding, and when branding goes wrong in business-to-business markets: guidelines for small and medium-sized companies. Distributed in North America by Turpin Distribution.