Understanding interactive network branding in SME firms
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 contemp...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
Bingley, U.K.
Emerald Publishing Limited
2019
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| Subjects: | |
| Online Access: | |
| Collection: | Emerald Business, Management and Economics eBook Collection Archive - Collection details see MPG.ReNa |
Table of Contents:
- 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
- Includes bibliographical references