Understanding Interactive Network Branding in SME Firms

Nikolina Koporcic
University of Nottingham, UK

Jan-Åke Törnroos
Åbo Akademi University, Finland

Product Details
12 Nov 2019
Emerald Publishing Limited
176 pages - 152 x 229mm


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.
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 
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 ManagementJournal 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.
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