Prelims
Understanding Interactive Network Branding in SME Firms
ISBN: 978-1-78973-978-7, eISBN: 978-1-78973-977-0
Publication date: 12 November 2019
Citation
Koporcic, N. and Törnroos, J.-Å. (2019), "Prelims", Understanding Interactive Network Branding in SME Firms, Emerald Publishing Limited, Leeds, pp. 1-10. https://doi.org/10.1108/978-1-78973-977-020191018
Publisher
:Emerald Publishing Limited
Copyright © 2020 Emerald Publishing Limited
Half Title Page
Understanding Interactive Network Branding in SME Firms
Title Page
Understanding Interactive Network Branding in SME Firms
Nikolina Koporcic
Nottingham University Business School, University of Nottingham, UK
Jan-Åke Törnroos
Åbo Akademi University, Finland
United Kingdom – North America – Japan – India – Malaysia – China
Copyright Page
Emerald Publishing Limited
Howard House, Wagon Lane, Bingley BD16 1WA, UK
First edition 2020
Copyright © 2020 Emerald Publishing Limited
Reprints and permissions service
Contact: permissions@emeraldinsight.com
No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-78973-978-7 (Print)
ISBN: 978-1-78973-977-0 (Online)
ISBN: 978-1-78973-979-4 (Epub)
List of Figures, Images and Tables
| Chapter 1 | ||
| Figure 1.1 | The Main Constituents of Business Relationships | |
| Figure 1.2 | The ARA Model of Business Networking | |
| Chapter 2 | ||
| Figure 2.1 | A Model of Small- and Medium-sized Enterprise (SME) Strategizing Processes | |
| Chapter 3 | ||
| Figure 3.1 | Focus on Relationships and Networks versus a Focus on the Marketing Mix Approach | |
| Figure 3.2 | Central Processes of Market Management in SME Business Networks | |
| Chapter 7 | ||
| Figure 7.1 | The Pyramid of INB in SME firms | |
| Chapter 8 | ||
| Figure 8.1 | Types of Human-to-Human Interaction in INB | |
| Chapter 9 | ||
| Figure 9.1 | The INB Model | |
| Chapter 11 | ||
| Figure 11.1 | Key Elements of an INB Study | |
| Chapter 13 | ||
| Figure 13.1 | Business Partners of Bonalive in Light Gray (in 2016) | |
| Image 13.1 | Bonalive® Granules and Bonalive® Putty | |
| Image 13.2 | My First Calendar | |
| Image 13.3 | Sanalanka | |
| Chapter 4 | ||
| Table 4.1 | Historical Development of Corporate Branding | |
| Chapter 11 | ||
| Table 11.1 | An Exemplification of an Abductive Research Process | |
| Chapter 12 | ||
| Table 12.1 | Example of the Interview Details of an Empirical Study | |
| Table 12.2 | Summary of Methodological Choices for INB Inquiry | |
| Table 12.3 | Techniques Used for Establishing Trustworthiness in Empirical Studies |
List of Abbreviations
| AI | Artificial Intelligence |
| B2B | Business-to-Business |
| B2B2C | Business-to-Business-to-Consumer |
| B2C | Business-to-Consumer |
| BMM | Business Market Management |
| CEO | Chief Executive Officer |
| FAA | Federal Aviation Administration |
| H2H | Human-to-Human |
| IAG | International Airlines Group |
| IMP | Industrial Marketing and Purchasing |
| INA | Interaction and Network Approach |
| INB | Interactive Network Branding |
| J&J | Johnson & Johnson |
| MAN | Markets as Networks Approach |
| MNC | Multinational Corporation |
| MNE | Multinational Enterprise |
| NGO | Nongovernmental Organizations |
| SaP | Strategy as Practice |
| SME | Small and Medium-sized Enterprise |
| US | United States |
- Prelims
- 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 inBusiness Networks
- Chapter 9 An Interactive Network Branding Model
- Part IV: Examining Interactive Network Branding in Business Markets
- Chapter 10 Understanding Basic Methodological Issues of Interactive Network Branding
- Chapter 11 Qualitative Case Studies
- Chapter 12 Interactive Network Branding Process Research
- Part V:Case Examples of Interactive Network Branding
- Chapter 13 Successful Cases of Interactive Network Branding
- Chapter 14 When Branding Goes Wrong in B2B Markets: Guidelines for SMEs
- Conclusions
- References
- Index