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Successful cases of Interactive Network Branding (2019)
Book Chapter
Koporcina, 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

Corporate Brand Identity Co-creation in Business-to-Business Contexts (2019)
Journal Article
Iglesias, O., Landgraf, P., Ind, N., Markovic, S., & Koporcic, N. (2019). Corporate Brand Identity Co-creation in Business-to-Business Contexts. Industrial Marketing Management, 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

The importance of interactive network branding for business relationship development: insights from emerging markets (2019)
Journal Article
Kopocic, N., & Ivanova-Gongne, M. (in press). The importance of interactive network branding for business relationship development: insights from emerging markets. Journal of Business and Industrial Marketing,

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

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, 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

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

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 emerge in collecting... Read More

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