Understanding Interactive Network Branding in SME Firms

Authors:

• Nikolina Koporcic
• Jan-Åke Törnroos

Chapters:

• 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