B2B Service Branding Value in SME Clusters

DOI

10.2991/978-94-6463-298-9_63How to use a DOI?

Keywords

Service branding; SME clusters; B2B services

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?

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Chuxian Tan
PY  - 2023
DA  - 2023/11/30
TI  - B2B Service Branding Value in SME Clusters
BT  - Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023)
PB  - Atlantis Press
SP  - 582
EP  - 587
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-298-9_63
DO  - 10.2991/978-94-6463-298-9_63
ID  - Tan2023
ER  -