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.