IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-298-9_63.html

B2B Service Branding Value in SME Clusters

In: Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023)

Author

Listed:
  • Chuxian Tan

    (The University of Warwick)

Abstract

This article delves into the dynamic realm of service branding within Small and Medium-sized Enterprise (SME) clusters, focusing on Business-to-Business (B2B) interactions. The term “service branding” is introduced as a process that enhances the brand value of SMEs operating within these clusters. This research proposal aims to shed light on the intricate dynamics of service branding, emphasizing the critical role of brand communities and stakeholders in the context of SMEs. The rapidly evolving landscape of SME clusters in China, coupled with the digital service transformation, forms the backdrop for this study. The article presents three interconnected research questions that will guide the investigation: 1) How does an SME B2B service in clusters add value to individual SMEs’ brands? 2) Who are the main stakeholders in such clusters? 3) How can these stakeholders sustain SME brand value during service transformations within the cluster?

Suggested Citation

  • Chuxian Tan, 2023. "B2B Service Branding Value in SME Clusters," Advances in Economics, Business and Management Research, in: Amalendu Bhunia & Rubi Binti Ahmad & Yifeng Zhu (ed.), Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023), pages 582-587, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-298-9_63
    DOI: 10.2991/978-94-6463-298-9_63
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    JEL classification:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-298-9_63. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.