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Network actors' participation in B2B SME branding / Minna Karstunen in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1144–1152 Titre : Network actors' participation in B2B SME branding Type de document : texte imprimé Auteurs : Minna Karstunen, Auteur ; Saraniemi Saila, Auteur ; Tähtinen Jaana, Auteur Année de publication : 2012 Article en page(s) : pp.1144–1152 Langues : Anglais (eng) Mots-clés : stakeholders;  branding  pool;  branding  process;  SME  brand  image;  narrative  interviews Index. décimale : 650 Résumé : This study explores how network actors participate in branding in the context of SMEs operating in business markets. Branding is conventionally seen as an internally governed process and its exposure to external influences has been generally overlooked. By using narrative interviews this study analyzes the branding actions of network actors which impact on an SME's brand image. This article shows that social and business network relationships influence the SME's brand image, as does the nature of the company's internal branding decisions and identity. The findings propose and define the concept of a branding pool, expanding the focus of branding beyond the boundaries of an individual organization into the context of nets. An SME cannot manage its branding pool, but it can mobilize stakeholders in branding to improve the brand performance in the market. Note de contenu : industrial Marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001337# [article] Network actors' participation in B2B SME branding [texte imprimé] / Minna Karstunen, Auteur ; Saraniemi Saila, Auteur ; Tähtinen Jaana, Auteur . - 2012 . - pp.1144–1152. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1144–1152 Mots-clés : stakeholders;  branding  pool;  branding  process;  SME  brand  image;  narrative  interviews Index. décimale : 650 Résumé : This study explores how network actors participate in branding in the context of SMEs operating in business markets. Branding is conventionally seen as an internally governed process and its exposure to external influences has been generally overlooked. By using narrative interviews this study analyzes the branding actions of network actors which impact on an SME's brand image. This article shows that social and business network relationships influence the SME's brand image, as does the nature of the company's internal branding decisions and identity. The findings propose and define the concept of a branding pool, expanding the focus of branding beyond the boundaries of an individual organization into the context of nets. An SME cannot manage its branding pool, but it can mobilize stakeholders in branding to improve the brand performance in the market. Note de contenu : industrial Marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001337#