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Prelims

Nikolina Koporcic (Nottingham University Business School, University of Nottingham, UK)
Jan-Åke Törnroos (Åbo Akademi University, Finland)

Understanding Interactive Network Branding in SME Firms

ISBN: 978-1-78973-978-7, eISBN: 978-1-78973-977-0

Publication date: 12 November 2019

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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

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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

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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

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