Understanding Interactive Network Branding in SME Firms

C1 Book


Internal Authors/Editors


Publication Details

List of Authors: Nikolina Koporcic, Jan-Åke Törnroos
Place: Bingley
Publication year: 2019
Publisher: Emerald
ISBN: 978-78973-978-7


Abstract

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.


Keywords

Understanding interactive network branding

Last updated on 2020-25-02 at 04:20