Purpose: This paper aims to investigate a company’s corporate social responsibility (CSR) communications in a business network with regard to the flow of critical events related to CSR. Design/methodology/approach: The paper focuses on the drama that unfolded at a Nordic-based multinational...

Purpose: This paper aims to clarify the meaning of Interactive Network Branding (INB) and demonstrate its importance for business relationship development, within a cross-cultural context of emerging markets (EM). More specifically, it integrates the idea of INB through its three branding...

Purpose: This study aims to identify how the personal social capital of opinion leaders contributes to the market adoption of start-up innovations. Design/methodology/approach: A design-oriented case study is undertaken with a start-up company focusing on the development and commercialization...

Purpose: Virtual and augmented reality solutions in medicine are generally applied in communication, training, simulation and therapy. However, like most new digital developments, these technologies face a large number of institutional barriers that are inherent to the...

Purpose – The purpose of this paper is to establish a conceptual framework for studying the intercultural aspect of dyadic business relationship interaction from an individual perspective. Design/methodology/approach – The paper is conceptual in nature. Perspectives on culture and cultural...

This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from researchers in the field, while focusing on the discipline of B2B marketing. It furthermore elaborates on the importance of...