Understanding Interactive Network Branding in SME Firms

C1 Bok


Interna författare/redaktörer


Publikationens författare: Nikolina Koporcic, Jan-Åke Törnroos
Förlagsort: Bingley
Publiceringsår: 2019
Förläggare: Emerald
ISBN: 978-1-78973-978-7


Abstrakt

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.


Nyckelord

Understanding interactive network branding

Senast uppdaterad 2020-28-03 vid 08:01