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All Outputs (13)

Managing The Challenges of Business-To-Business Open Innovation In Complex projects: A multi-stage process model (2020)
Journal Article
Gurca, A., Bagherzaden, M., Markovic, S., & Koporcic, N. (2021). Managing The Challenges of Business-To-Business Open Innovation In Complex projects: A multi-stage process model. Industrial Marketing Management, 94, 202-215. https://doi.org/10.1016/j.indmarman.2020.05.035

Research shows that knowledge sharing and system integration are two major challenges posed by openness to business partners in complex innovation projects. However, there remains limited research on the microfoundations (i.e., actions and practices)... Read More about Managing The Challenges of Business-To-Business Open Innovation In Complex projects: A multi-stage process model.

IMP: it’s time to get emotional! Understanding the role of negative emotions in dynamic decision-making processes (2020)
Journal Article
Koporcic, N., Nietola, M., & Nicholson, J. D. (2020). IMP: it’s time to get emotional! Understanding the role of negative emotions in dynamic decision-making processes. Journal of Business and Industrial Marketing, 35(12), 2151-2163. https://doi.org/10.1108/jbim-12-2019-0520

Purpose: The purpose of this paper is to investigate the current industrial marketing and purchasing (IMP) research that has a vague positioning of the bounded rationality of an actor. By borrowing insights from other disciplines, this study aims t... Read More about IMP: it’s time to get emotional! Understanding the role of negative emotions in dynamic decision-making processes.

Interactive Network Branding: demonstrating the importance of firm representatives for small and medium-sized enterprises in emerging markets (2020)
Journal Article
Koporcic, N. (2020). Interactive Network Branding: demonstrating the importance of firm representatives for small and medium-sized enterprises in emerging markets. Journal of Business and Industrial Marketing, 35(7), 1179-1189. https://doi.org/10.1108/JBIM-10-2018-0301

© 2020, Emerald Publishing Limited. Purpose: The purpose of this paper is to explore Interactive Network Branding (INB) in an emerging market (EM) context while focusing on the importance of firm representatives for small- and medium-sized enterprise... Read More about Interactive Network Branding: demonstrating the importance of firm representatives for small and medium-sized enterprises in emerging markets.

Business-to-business marketing research: Assessing readability and discussing relevance to practitioners (2020)
Journal Article
Dziubaniuk, O., Barner-Rasmussen, W., Koporcic, N., Ivanova-Gongne, M., Mandjak, T., & Markovic, S. (2021). Business-to-business marketing research: Assessing readability and discussing relevance to practitioners. Industrial Marketing Management, 92, 217-231. https://doi.org/10.1016/j.indmarman.2020.01.012

Business practitioners tend to show little interest in academic journals, raising concerns that research-based knowledge potentially relevant to their managerial practice might evade them. The literature suggests academic writing style as one of the... Read More about Business-to-business marketing research: Assessing readability and discussing relevance to practitioners.

Successful cases of Interactive Network Branding (2019)
Book Chapter
Koporcic, N. (2019). Successful cases of Interactive Network Branding. In Understanding Interactive Network Branding in SME FirmsEmerald

This chapter of the book focuses on presenting successful Interactive Network Branding (INB) illustrative case examples. We first present each case by tackling the specific issue that appears in each of the companies, after which we present possible... Read More about Successful cases of Interactive Network Branding.

The importance of Interactive Network Branding for business relationship development: insights from emerging markets (2019)
Journal Article
Koporcic, N., & Ivanova-Gongne, M. (2020). The importance of Interactive Network Branding for business relationship development: insights from emerging markets. Journal of Business and Industrial Marketing, 35(1), 183-192. https://doi.org/10.1108/JBIM-10-2018-0294

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 th... Read More about The importance of Interactive Network Branding for business relationship development: insights from emerging markets.

Corporate Brand Identity Co-creation in Business-to-Business Contexts (2019)
Journal Article
Iglesias, O., Landgraf, P., Ind, N., Markovic, S., & Koporcic, N. (2020). Corporate Brand Identity Co-creation in Business-to-Business Contexts. Industrial Marketing Management, 85, 32-43. https://doi.org/10.1016/j.indmarman.2019.09.008

Traditionally, corporate brand identity was considered to be directed and controlled by managers. However, more recent research has begun to recognize the limits of this view, which has led to the emergence of a stakeholder-driven, dynamic perspectiv... Read More about Corporate Brand Identity Co-creation in Business-to-Business Contexts.

Conceptualizing Interactive Network Branding in business markets: developing roles and positions of firms in business networks (2019)
Journal Article
Koporcic, N., & Tornroos, J. (2019). Conceptualizing Interactive Network Branding in business markets: developing roles and positions of firms in business networks. Journal of Business and Industrial Marketing, 34(8), 1681-1691. https://doi.org/10.1108/jbim-11-2018-0332

Purpose – The paper presents the concept of Interactive Network Branding (INB) in business markets. The INB conceptualization offers an understanding of corporate branding processes as an inherent part of business networking. More specifically, the p... Read More about Conceptualizing Interactive Network Branding in business markets: developing roles and positions of firms in business networks.

Complementarity versus substitutability of dynamic and operational capabilities in B2B firms: A configurational approach (2018)
Journal Article
Nagy, G., Jaakkola, M., & Koporcic, N. (2019). Complementarity versus substitutability of dynamic and operational capabilities in B2B firms: A configurational approach. Industrial Marketing Management, 83, 42-58. https://doi.org/10.1016/j.indmarman.2018.11.006

© 2018 Elsevier Inc. Despite extensive research into dynamic and operational capabilities, understanding of their interplay is still scant. Both complementary and substitutive roles have been proposed in prior conceptual studies, but only limited sys... Read More about Complementarity versus substitutability of dynamic and operational capabilities in B2B firms: A configurational approach.

Interactive Network Branding: Creating corporate identity and reputation through interpersonal interaction (2018)
Journal Article
Koporcic, N., & Halinen, A. (2018). Interactive Network Branding: Creating corporate identity and reputation through interpersonal interaction. IMP Journal, 12(2), 392-408. https://doi.org/10.1108/IMP-05-2017-0026

Purpose – This study examines Interactive Network Branding (INB) as an emergent process where the corporate identity and reputation of a small and medium-sized enterprise (SME) are created through interpersonal interaction. The INB process is sociall... Read More about Interactive Network Branding: Creating corporate identity and reputation through interpersonal interaction.

Collecting rich qualitative data on business relationships and networks in CEE countries: Challenges and plausible solutions (2017)
Journal Article
Ivanova-Gongne, M., Koporcic, N., Dziubaniuk, O., & Mandjak, T. (2018). Collecting rich qualitative data on business relationships and networks in CEE countries: Challenges and plausible solutions. Industrial Marketing Management, 70, 193-204. https://doi.org/10.1016/j.indmarman.2017.07.007

© 2017 Elsevier Inc. Collecting rich qualitative data in business-to-business market context, where respondents are more reluctant towards investing time in academic research, may impose several barriers for researchers. In particular, challenges may... Read More about Collecting rich qualitative data on business relationships and networks in CEE countries: Challenges and plausible solutions.

The importance of corporate brands for decision making in business-to-business context (2017)
Journal Article
Koporcic, N., Resetar, Z., & Tolusic, Z. (2018). The importance of corporate brands for decision making in business-to-business context. Ekonomski Vjesnik, 30(2), 429-441

Th e purpose of this paper is to provide a deeper understanding of the importance of the corporate brand for the business-to-business (B2B) context, specifically concerning the buyer and supplier decision-making processes. The paper provides a litera... Read More about The importance of corporate brands for decision making in business-to-business context.

Introducing the interaction approach for successful business relationships (2015)
Journal Article
Koporčić, N., Tolušić, Z., Strossmayer, J. J., Tolušić, Z., & Strossmayer, J. J. (2015). Introducing the interaction approach for successful business relationships. Ekonomski Vjesnik, 28(2), 523-533

Many countries in the world, including Croatia, are facing crises in their economies. There are numerous reasons for this situation, and problems of the business market present one of them. Nevertheless, successful business relationships are what kee... Read More about Introducing the interaction approach for successful business relationships.