A1 Refereed original research article in a scientific journal
Network actors' participation in B2B SME branding
Authors: Minna Mäläskä, Saila Saraniemi, Jaana Tähtinen
Publisher: Elsevier
Publication year: 2011
Journal: Industrial Marketing Management
Journal name in source: Industrial Marketing Management
Volume: 40
Issue: 7
First page : 1144
Last page: 1152
Number of pages: 9
ISSN: 0019-8501
DOI: https://doi.org/10.1016/j.indmarman.2011.09.005(external)
Web address : http://api.elsevier.com/content/abstract/scopus_id:82555169776(external)
Abstract
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. © 2011 Elsevier Inc.
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. © 2011 Elsevier Inc.
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