Chapter 7 Interactive network branding: towards a sustainability-driven strategy of small and medium-sized enterprises
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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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