Corporate brand building in different stages of small business growth

@article{Juntunen2010CorporateBB,
  title={Corporate brand building in different stages of small business growth},
  author={Mari Juntunen and Saila Saraniemi and Milla Halttu and Jaana T{\"a}htinen},
  journal={Journal of Brand Management},
  year={2010},
  volume={18},
  pages={115-133}
}
This study develops an empirically grounded framework for corporate brand building at different stages of a small business growth. The framework suggests specific functions for brand building at each growth stage, starting from a company's pre-establishment stage. Moreover, the functions are specified by presenting the activities performed and the actors involved in each function. The contextual theory development applies a qualitative approach and a case study of two cases. This study offers… CONTINUE READING

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