Network actors' participation in B2B SME branding

@inproceedings{Mlsk2011NetworkAP,
  title={Network actors' participation in B2B SME branding},
  author={Minna M{\"a}l{\"a}sk{\"a} and Saila Saraniemi and Jaana T{\"a}htinen},
  year={2011}
}
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… CONTINUE READING

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