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This paper aims to present the concept of Interactive Network Branding (INB) in business markets. The INB conceptualization offers an understanding of corporate branding processes as an inherent part of business networking. More specifically, the paper focuses on the importance of INB for firms that are developing their roles and positions in business networks.

The conceptual paper reviews the extant literature on corporate branding in conjunction with business network research. This perspective adds to the current knowledge of business marketing by proposing a theoretical framework of INB.

The conceptualization of INB offers a specific network lens on corporate branding by presenting three INB dimensions. The first dimension deals with corporate identity; the second dimension deals with corporate reputation; the third, mutual INB dimension, presents an “interactive space” where branding and networking collide. These three dimensions are enacted by individuals acting on behalf of their companies, as key implementers of INB processes. Through the INB, strategic roles and positions of firms embedded in their business networks are formed.

The paper contributes to current literature on business network research that has left a corporate brand perspective almost unnoticed. The INB concept also offers an extension to current literature on corporate branding, which has to date neglected business relationships and networking issues. Being strongly conceptual, the paper notes that empirical research is needed for observing the role of INB in real-life business encounters.

This study provides novel ideas and implications for firm representatives responsible for branding and relationship development in business networks. It denotes the critical role of individuals and their interactions with other individuals, which influences the development of specific network roles and positions for connected business entities.

The used multidisciplinary approach provides a conceptual platform to study branding processes in business networks. By offering a network perspective to corporate branding, new and relevant implications for both theory and practice are fore fronted.

The purpose of this research is to detect, through applying a process-based view, how to manage economisation of the maintenance and modification operations in offshore petroleum logistics operations.

A single case study of engineering services, more specifically, maintenance and modification service operations, on a Norwegian Sea oil platform reveals the dynamics of building network capabilities in a consistent network structure. Two layers of coordination are studied: the engineering process and its context, represented by its network of interconnected firms. This case study empirically grounds how engineering service involves managing reciprocally interdependent exchange processes in the network structure.

Pooled interdependencies are vital in understanding the nature of service provision and use, and sequential interdependencies are vital in narrating the timing of processes to reveal the nature of process emergence to coordinate strings of production events. Furthermore, the network structure, when characterised by multiple interdependent projects, is also dynamic but at a slower pace.

Through the case study, operations management is revealed to be associated with project emergence at two levels: the core process level regarding daily continuous change, including the changing interaction of multiple different and interdependent projects, and the contextual level, where features of interdependency and integration change, affecting engineering service production. This provides guidance as to the economisation of engineering services. They change not only interactions in the flow of production but also its context.

The purpose of this paper is to study how insights from socio-cognitivism (sensemaking and interaction) in conjunction with institutional theory enhance our knowledge of strategizing in business networks through role and position.

This paper is conceptual and reviews extant literature from the fields under scrutiny, presenting and analyzing new combined approaches.

Current writings concerning strategizing in networks need to be supplemented in the area of strategic business network research. Interaction, sensemaking and institutionalization, as well as the network in which a firm is embedded, are important for strategically developing network positions and the roles of actors.

This conceptual paper suggests mechanisms affecting role and position in networks and calls for empirical research to deepen the understanding of the change forces at play in embedded relational situations for firms.

This study adds to current conceptual knowledge of strategizing in business networks. It presents a comprehensive perspective in viewing how key forces impact on the strategic position and role of corporate actors (both managers and firms) in networks.