Article : texte imprimé

Network actors' participation in B2B SME branding

Minna Karstunen, Auteur ; Saraniemi Saila, Auteur ; Tähtinen Jaana, Auteur |

Dans Industrial marketing management (Vol. 40 N° 7 (Special issue), Octobre 2011)

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[...]

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