Research on marketing in Central and Eastern Europe (CEE) has been of rising interest since the transition started in 1989. In this paper two major areas relevant for marketing in CEE are being discussed: the competitive situation in the transition countries and the basic competitive marketing...

Purpose The purpose of this paper is to study how insights from socio-cognitivism (sensemaking and interaction) in conjunction with institutional theory enhance our knowledge of strategizing in business networks through role and position. Design/methodology/approach This paper is conceptual and...

This article deals with the concept of embeddedness and its role in understanding the evolution of business networks. Networks are viewed as structures of inter-firm relationships that emerge and evolve through continuous interactive processes. Embeddedness refers to companies' relations with,...

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...