Understanding Interactive Network Branding in SME Firms

Jan-Åke Törnroos

Emerald

This book can be opened with

Hardback

9781789739787

12 November 2019

$104.99

eBook (PDF)

9781789739770

12 November 2019

$104.99

eBook (ePub)

9781789739794

12 November 2019

$104.99

Note on our eBooks and Audiobooks: you can read our eBooks (ePUB or PDF) and listen to audiobooks on the free Emerald Books app on iOS, Android, and desktop. Or read and listen on Emerald's online reader (ePUB eBooks and audiobooks only). To purchase a digital book you will need to create an account if you don’t already have one. After purchasing you will receive instructions on how to get started.

Description
Contents
About

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.

Introduction Part I. Business networks Chapter 1. Background of the Interaction and Network Approach Chapter 2. Strategizing in SME networks Chapter 3. Market Management in business relationships Part II. Corporate branding Chapter 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 Branding Chapter 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 markets Chapter 10. Understanding basic methodological issues of INB Chapter 11. Qualitative case studies Chapter 12. INB Process research Part V. Case examples of INB Chapter 13. Successful cases of Interactive Network Branding Chapter 14. When branding goes wrong in B2B markets: Guidelines for SMEs Conclusions

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.