Development of new B2B venture corporate brand identity : a narrative performance approach
Minna Törmälä, Richard I. Gyrd-Jones
| Year of publication: |
August 2017
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|---|---|
| Authors: | Törmälä, Minna ; Gyrd-Jones, Richard I. |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 65.2017, p. 76-85
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| Subject: | Corporate branding | Brand identity | New venture | Business-to-business | Stakeholders | Process | Markenführung | Brand management | Stakeholder | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation | B-to-B-Marketing | Business-to-business marketing | Unternehmensgründung | Business start-up | Lieferantenmanagement | Supplier relationship management | Unternehmenskultur | Corporate culture | Marketingmanagement | Marketing management | Unternehmenserfolg | Firm performance | Markenimage | Brand image | Narrative Methode | Narrative method |