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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).
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald Publishing Limited,
2019.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Understanding Interactive Network Branding in SME Firms; Understanding Interactive Network Branding in SME Firms; Copyright; Table of Contents; List of Figures, Images and Tables; List of Abbreviations; Introduction; I.1 Origins of the Interactive Network Branding; I.2 Target Audience; I.3 Introduction to the Chapters; I: Business Networks; 1. Background of the Interaction and Network Approach; 1.1 Business Interaction
- The IMP Approach; 1.1.1 The Interaction Parties; 1.1.2 The Interaction Process between Firms; 1.1.3 The Relationship Atmosphere
- 1.1.4 The Environment Surrounding the Interaction1.2 The Role of Business Relationships; 1.3 The Network Approach; 1.4 Insights for Practitioners; 1.5 The Role of Branding in Business Networks
- A Short Prologue; 2. Strategizing in SME Networks; 2.1 Strategizing in Business Networks; 2.2 Strategy as Practice; 2.2.1 Key Concepts of Strategizing Processes; 2.2.2 Praxis; 2.2.3 Practice; 2.2.4 Practitioners; 2.3 Effectuation Approach in an SME Context; 2.4 Strategizing in SME Networks; 2.4.1 Actors and Strategizing; 2.4.2 Resources in Strategizing; 2.4.3 Activities and Strategizing
- 2.5 Insights for Practice3. Market Management in Business Relationships; 3.1 Business Market Characteristics; 3.2 The Market Management Approach to Business Relationships; 3.3 The Role of Value in Business Market Management; 3.4 The Markets as Networks Approach; 3.5 The Embedded Network Approach; 3.6 The Role of Corporate Branding in Business Markets; 3.7 Insights for Managers; II: Corporate Branding; 4. Development of Corporate Branding Research in Business Markets; 4.1 Corporate Branding in B2B Markets; 4.1.1 Product Branding versus Corporate Branding
- 4.1.2 Phases of Corporate Branding Development4.2 B2B Branding in SMEs; 4.2.1 From Historical Research to Current Studies on the B2B SME Branding; 4.3 Insights for Practitioners; 5. Corporate Identity of SMEs; 5.1 A Short Review of the Literature on Corporate Identity; 5.1.1 The Concept of Corporate Identity; 5.1.2 Benefits of Corporate Identity; 5.2 Corporate Identity from an SME Perspective; 5.2.1 The Importance of Firm Representatives for Building Strong Corporate Identity; 5.3 Insights for Managers; 6. Corporate Reputation of SMEs; 6.1 Antecedents of the Corporate Reputation Construct
- 6.1.1 The Reputation versus Image Debate6.2 Benefits of Corporate Reputation; 6.3 Corporate Reputation of SMEs and Related Challenges; 6.4 Insights for Managers; III: Interactive Network Branding; 7. The Main Constituents of Interactive Network Branding; 7.1 Interactive Network Branding Dimensions; 7.1.1 The Internal Interactive Network Branding Dimension; 7.1.2 The External Interactive Network Branding Dimension; 7.1.3 The Mutual Interactive Network Branding Dimension; 7.2 Actors, Resources, and Activities of Interactive Network Branding; 7.2.1 Actors of Interactive Network Branding