The Importance of a Firm Representative and Interpersonal Interactions for Corporate Brand Creation
Halmeenmäki, Juuso (2019)
Halmeenmäki, Juuso
Åbo Akademi
2019
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019050814875
https://urn.fi/URN:NBN:fi-fe2019050814875
Tiivistelmä
This study answers to the call for further research of the Interactive Network Branding (INB) process. It uses theoretical conceptualisation of INB and studies those processes in empirical settings. Moreover, this study concentrates on how individuals influence corporate brand creation through interpersonal interactions in business networks. Corporate brand is thus created through INB process that evolves through internal, external and boundary-spanning interactions between the company’s representatives.
Previous literature regarding corporate branding is heavily focused on large companies, although the importance of small and medium-sized enterprises (SME) for the economy is enormous. Therefore, this study explores SME corporate branding activities in more depth. With the creation of a strong corporate brand through INB processes, SMEs can succeed in industries dominated by large companies. The empirical evidence obtained for this study was collected from an SME, which operates in the Finnish game industry.
Based on prior academic research and the empirical results of this study, corporate branding as a phenomenon is still found to be an unfamiliar topic among the SMEs. The empirical results confirm that the role of an individual for corporate brand creation is essential. The results further indicate that the entrepreneur has significant responsibility for creating and managing the corporate brand through INB process. Exploiting this new approach, SMEs can improve their corporate brand without major investments.
Previous literature regarding corporate branding is heavily focused on large companies, although the importance of small and medium-sized enterprises (SME) for the economy is enormous. Therefore, this study explores SME corporate branding activities in more depth. With the creation of a strong corporate brand through INB processes, SMEs can succeed in industries dominated by large companies. The empirical evidence obtained for this study was collected from an SME, which operates in the Finnish game industry.
Based on prior academic research and the empirical results of this study, corporate branding as a phenomenon is still found to be an unfamiliar topic among the SMEs. The empirical results confirm that the role of an individual for corporate brand creation is essential. The results further indicate that the entrepreneur has significant responsibility for creating and managing the corporate brand through INB process. Exploiting this new approach, SMEs can improve their corporate brand without major investments.
Kokoelmat
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