B2B Service Branding Value in SME Clusters

Chuxian Tan
Additional contact information
Chuxian Tan: The University of Warwick

A chapter in Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023), 2023, pp 582-587 from Springer

Abstract: 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?

Keywords: Service branding; SME clusters; B2B services (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-298-9_63

Ordering information: This item can be ordered from
http://www.springer.com/9789464632989

DOI: 10.2991/978-94-6463-298-9_63

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().