Description
Book SynopsisIntroducing 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.
Trade ReviewKoporcic 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) *
Table of ContentsIntroduction 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
