Chapter 7: Interactive network branding: towards a sustainability-driven strategy of small and medium-sized enterprises
Category:
Handbook Chapter
Published:
07 Dec 2021
Page Range:
108–120
Collection:
Business 2021
DOI:
https://doi.org/10.4337/9781789908350.00018
Restricted access

In this chapter, we adopt a business network and sustainability perspective to branding strategies of small and medium-sized enterprises (SMEs). To our knowledge, this strategic angle has not yet been taken explicitly to the fore in business marketing and management research. This suggests a research gap that we address here from a conceptual viewpoint, which provides a platform for further inquiry and empirical research. The purpose of this chapter is to scrutinize the role of Interactive Network Branding (INB) as a sustainability-driven strategy of SMEs. The chapter offers central theoretical propositions and implications of INB, as a sustainability-driven strategy for SMEs, together with future research suggestions and managerial implications.

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Cover Handbook of Sustainability-Driven Business Strategies in Practice
Handbook of Sustainability-Driven Business Strategies in Practice
Handbook
Published:
07 Dec 2021
Print ISBN:
9781789908343
eISBN:
9781789908350
DOI:
https://doi.org/10.4337/9781789908350
Pages:
592
Collection:
Business 2021
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