Introducing the innovative concept of Interactive Network Branding (INB), this book offers academics and professionals a theoretical framework, alongside practical examples, to develop INB in the context of small and medium-sized enterprises (SMEs).
Combining a business network approach with contemporary corporate branding research, a variety of topics are explored, including:
strategizing in SME networks,
market management,
corporate identity,
corporate reputation,
human-to-human (H2H) interactions.
This broad range of perspectives, from business networks to corporate branding, highlights the latest trends in both business marketing and organizational research whilst emphasizing the influential role of human actors in SMEs.
Looking at successful cases of INB and analysing cases where branding has gone wrong, Understanding Interactive Network Branding in SME Firms offers guidelines for researchers in marketing theory and practitioners working in SME firms to develop their branding models and processes in fast changing
business environments.
Times have changed: you can launch a successful enterprise with your phone, sell through social media and tap into a whole world of opportunities. Unprepared to Entrepreneur is an honest guide to launching your own business, sharing real stories from real people who have tested, failed and won at
business.
It profiles the underdogs, those who brainstormed ideas whilst travelling on the bus, started a business from their phone and managed to create three income streams whilst maintaining a full-time job in the city to show you that you can do it too. From a working Google doc as your business plan, to
ideation strategies that live and die off Instagram engagement; they won't teach you this at business school.
Sonya Barlow takes a look at the resilience needed to make it in business, the incredible tax on mental health and the non-negotiable steps to creating a viable business. This is the ultimate guide to side hustling, freelancing and entrepreneurial freedom of the future.
***BUSINESS BOOK AWARDS 2021 SHORTLISTED TITLE***Stressed and unhappy at work, Celia Gaze thought to herself one day: “Surely there must
be more to life than this?” She resigned from her high-powered health management role and started transforming a neglected farm into an award-winning wedding venue. She faced nearly every type of challenge an entrepreneur can
face – tribunals, near bankruptcy, court hearings, staff issues, system problems – and survived to tell the tale.
But the moment that transformed her business from a struggle to a success was the moment she put a bow tie on a llama. Everyone thought she was crazy - why on earth would you do that?
But it turns out that the ‘crazy’ ideas are often the ones that change your life. This book is a roadmap for uncovering your crazy idea and implementing it.
From the pitfalls and problems to the practical details of making your idea happen, this is a roadmap for anyone who wants more out of life.