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).
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Bingley :
Emerald Publishing Limited,
2019.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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). |
| Beschreibung: | 7.2.2 Resources of Interactive Network Branding |
| Beschreibung: | 1 online resource (177 pages) |
| ISBN: | 9781789739770 1789739772 1789739799 9781789739794 |
Internformat
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| 245 | 1 | 0 | |a Understanding Interactive Network Branding in SME Firms |
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| 300 | |a 1 online resource (177 pages) | ||
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| 505 | 0 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 500 | |a 7.2.2 Resources of Interactive Network Branding | ||
| 520 | |a 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). | ||
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 0 | |a Small business marketing. |0 http://id.loc.gov/authorities/subjects/sh2008004317 | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a Business & Economics |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Small business marketing |2 fast | |
| 700 | 1 | |a Törnroos, Jan-Åke. | |
| 776 | 0 | 8 | |i Print version: |a Koporcic, Nikolina. |t Understanding Interactive Network Branding in SME Firms. |d Bingley : Emerald Publishing Limited, ©2019 |z 9781789739787 |
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Datensatz im Suchindex
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| adam_text | |
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| author | Koporcic, Nikolina |
| author2 | Törnroos, Jan-Åke |
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| author_facet | Koporcic, Nikolina Törnroos, Jan-Åke |
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| callnumber-search | HF5410-5417.5 |
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| collection | ZDB-4-EBU |
| contents | 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 |
| ctrlnum | (OCoLC)1126215101 |
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | ZDB-4-EBU-on1126215101 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:49:35Z |
| institution | BVB |
| isbn | 9781789739770 1789739772 1789739799 9781789739794 |
| language | English |
| oclc_num | 1126215101 |
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| physical | 1 online resource (177 pages) |
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| publishDate | 2019 |
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| publisher | Emerald Publishing Limited, |
| record_format | marc |
| spelling | Koporcic, Nikolina. Understanding Interactive Network Branding in SME Firms Bingley : Emerald Publishing Limited, 2019. 1 online resource (177 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Print version record. 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 7.2.2 Resources of Interactive Network Branding 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). Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Small business marketing. http://id.loc.gov/authorities/subjects/sh2008004317 Stratégie de marque. branding. aat Sales & marketing. bicssc Business & Economics Marketing General. bisacsh Branding (Marketing) fast Small business marketing fast Törnroos, Jan-Åke. Print version: Koporcic, Nikolina. Understanding Interactive Network Branding in SME Firms. Bingley : Emerald Publishing Limited, ©2019 9781789739787 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2204230 Volltext |
| spellingShingle | Koporcic, Nikolina Understanding Interactive Network Branding in SME Firms 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 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Small business marketing. http://id.loc.gov/authorities/subjects/sh2008004317 Stratégie de marque. branding. aat Sales & marketing. bicssc Business & Economics Marketing General. bisacsh Branding (Marketing) fast Small business marketing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2007006470 http://id.loc.gov/authorities/subjects/sh2008004317 |
| title | Understanding Interactive Network Branding in SME Firms |
| title_auth | Understanding Interactive Network Branding in SME Firms |
| title_exact_search | Understanding Interactive Network Branding in SME Firms |
| title_full | Understanding Interactive Network Branding in SME Firms |
| title_fullStr | Understanding Interactive Network Branding in SME Firms |
| title_full_unstemmed | Understanding Interactive Network Branding in SME Firms |
| title_short | Understanding Interactive Network Branding in SME Firms |
| title_sort | understanding interactive network branding in sme firms |
| topic | Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Small business marketing. http://id.loc.gov/authorities/subjects/sh2008004317 Stratégie de marque. branding. aat Sales & marketing. bicssc Business & Economics Marketing General. bisacsh Branding (Marketing) fast Small business marketing fast |
| topic_facet | Branding (Marketing) Small business marketing. Stratégie de marque. branding. Sales & marketing. Business & Economics Marketing General. Small business marketing |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2204230 |
| work_keys_str_mv | AT koporcicnikolina understandinginteractivenetworkbrandinginsmefirms AT tornroosjanake understandinginteractivenetworkbrandinginsmefirms |