Paper info: Interactive network branding in emerging markets: a case study of a Croatian business network
Interactive network branding in emerging markets: a case study of a Croatian business network
Place of Publication
The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.
The process of change and rapid growth of emerging markets has been attracting marketing researchers for decades. However, the established theoretical models, perspectives and methods that marketing practitioners and researchers use are historically developed for Western economies and are often not applicable to emerging markets. Moreover, research on small and medium-sized enterprise (SME) positioning in the business-to-business context has been even further neglected. Particularly, the importance of close and long-term business relationships and social network connections for creating favourable positions in business markets has been overlooked in this context. This study introduces interactive network branding as a strategic concept and investigates its role for SME positioning in emerging markets. In order to scrutinize this phenomenon, qualitative research and a single case study has been analysed. Empirical evidence on five Croatian SMEs embedded in a network emphasize the importance of both business and social relationships and network connections in overcoming liabilities and barriers to firm positioning in rapidly shifting environments. Thus, interactive network branding has been recognized as an important phenomenon for emerging markets.