Understanding Interactive Network Branding in SME Firms - Hardcover

Koporcic, Nikolina; Trnroos, Jan-Ake

Hardcover

ISBN 10: 1789739780 ISBN 13: 9781789739787

Publisher: Emerald Publishing Limited, 2019

Synopsis

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.

About this title

About the Author

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.

Edition details

• Publisher: Emerald Publishing Limited
• Publication date: 2019
• Language: English
• ISBN 10: 1789739780
• ISBN 13: 9781789739787
• Binding: Hardcover
• Number of pages: 165