Understanding Interactive Network Branding in SME Firms

Jan-Åke Törnroos author Nikolina Koporcic editor

Format:Hardback

Publisher:Emerald Publishing Limited

Published:12th Nov '19

Should be back in stock very soon

Understanding Interactive Network Branding in SME Firms cover

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.

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. -- Annotation ©2019 * (protoview.com) *

ISBN: 9781789739787

Dimensions: unknown

Weight: 366g

176 pages