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Developing Insights on Branding in the B2B Context
This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use.
International Business and Emerging Economy Firms
How do firms from emerging economies strive for the internationalization of their business? This comprehensive two-volume collection tackles this question by taking a closer look at underexplored issues, including bottom of the pyramid (BoP) business models, value creation and co-creation, employee commitment and the ‘born global’ concept. Volume II examines internationalization from the perspective of European and African firms. It covers an array of pressing issues within Europe including responsible business practices between SMEs from developed and emerging countries, and the impact of psychic distance, while coverage of African firms places a spotlight on under-researched countries such as Tanzania, Zambia and Nigeria. Providing further examination of emerging markets and internationalization processes, this second volume offers a comprehensive guide for all researchers of international business.
Individuals in B2B Marketing
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked. This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the ...
Empirical International Entrepreneurship
This handbook is focused on the analytical dimension in researching international entrepreneurship. It offers a diverse collection of chapters focused on qualitative and quantitative methods that are being practised and can be used by future researchers in the field of international entrepreneurship. The qualitative cluster covers articles, conceptual and empirical chapters as well as literature reviews, whereas the quantitative cluster analyses international entrepreneurship through a broad range of statistical methods such as regressions, panel data, structural equation modelling as well as decision-making and optimisation models in certain and uncertain circumstances. This book is essential reading for researchers, scholars and practitioners who want to learn and implement new methods in analysing entrepreneurial opportunities across national borders.
Contemporary Issues in International Business and Entrepreneurship
This book illustrates the impact of increasingly prominent global phenomena, such as digitalisation and climate change, on the international activities of both small and large multinationals. As it highlights, extant management research does not fully explain such emergent topics as Internet platforms, digital business models, and the decision-making of cleantech and circular economy companies. This volume serves to fill this lacuna.
Storytelling in Marketing and Brand Communications
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people ga...
Practices for Network Management
Presenting 17 tools developed through rigorous design science research, this book bridges the relevance gap within network management. In so doing, it proposes a novel system-framework and establishes a path towards a networks-as-practice view on inter-organizational relationships. The systems-framework builds on three institutionalized business practices: Networks-as-coordinated social systems, Networks-as-knowledge-creating platforms, and Networks-as-value-generating entities. Through these tools, Towards Relational Business Practices intends to propose a new managerial praxis and provoke new and improved frameworks and models for network management.
Marketing in Developing Nations
The developing markets of Africa, Asia and the Middle East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources and market expansion, with rising interests from the EU, United States and multi-national corporations in the region. It is therefore imperative for the academic and global business communities to have an accurate picture of the peculiarities of marketing practices, developments and consumer experiences in these developing markets. This book presents contemporary cases across Africa, Asia and the Middle East to aid the global understanding of both market and consumer behaviours across the regions and equally pr...
