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Overcoming the monster: How vulnerable small businesses turn rival villains into co-branded storytelling heroes
Venciendo al monstruo: cómo pequeñas empresas vulnerables transforman a sus rivales en héroes del relato de marca
Superando o monstro: como pequenas empresas vulneráveis transformam vilões rivais em heróis de narrativa de marca conjunta
DOI:
https://doi.org/10.15446/innovar.v35n96.101521Palabras clave:
B2B, Co-branding, small businesses, SME, social media, SME branding (en)Branding B2B, co-branding, pequeñas empresas, pymes, redes sociales, storytelling, marca pyme (es)
B2B branding, co-branding, pequenas empresas, PMEs, mídias sociais, storytelling, branding para PMEs (pt)
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Storytelling is a popular and effective brand building approach among prominent consumer brands. But for vulnerable small businesses focused on daily survival, the thought of pursuing a brand alliance partner and telling their co-brand stories on social media may be taking one business risk too many. Not knowing where to begin when seeking suitable Business-to-Business (B2B) partners or how even to find stories to tell, community entrepreneurs may evade potential growth opportunities out of fear of rivals competing for the same scarce resources. The purpose of this study was to explore how resource-dependent Small Medium Enterprises (SMEs) use co-branded storytelling strategies to build B2B brands on Facebook. Findings from an exploratory sequential mixed-methods study gathering data from a purposive sample of small businesses recommend several joint venture strategies for SMEs scared to venture into co-branding. The study's unique contribution is a description of four co-branded story plots and their possible narrative variations. Results suggest that regional B2B clusters benefit from co-branded endorsements by collectively establishing a competitive critical mass for community-based enterprises. Culturally relatable co-branded stories have a competitive edge over their large, retail counterparts when innovatively leveraging authentic stories intimately depicting the local flavours and unique neighbourhood characters in emotionally provocative story plots.
El storytelling se ha consolidado como una estrategia popular y eficaz para la construcción de marca entre grandes empresas de consumo. Sin embargo, para las pequeñas empresas vulnerables, cuyo enfoque principal es la supervivencia cotidiana, la posibilidad de establecer alianzas de marca y compartir relatos de co-branding en redes sociales puede percibirse como un riesgo empresarial considerable. La incertidumbre respecto a cómo iniciar la búsqueda de socios adecuados en el ámbito business-to-business (b2b), o sobre cómo identificar historias relevantes que merezcan ser contadas, puede llevar a los emprendedores comunitarios a evitar oportunidades de crecimiento por temor a competir por recursos escasos. El objetivo de este estudio fue explorar cómo las pequeñas y medianas empresas con alta dependencia de recursos emplean estrategias de storytelling de co-branding para construir marcas b2b a través de Facebook. Mediante un estudio exploratorio secuencial de métodos mixtos, que recolectó datos de una muestra intencional de pequeñas empresas, se identificaron diversas estrategias de alianza empleadas por pymes que muestran reticencia frente al co-branding. Un aporte clave de este estudio es la identificación de cuatro tramas narrativas del co-branding, junto con sus posibles variaciones. Los resultados indican que los clústeres b2b regionales se benefician de los respaldos de asociación de marcas al crear colectivamente una masa crítica competitiva para las empresas comunitarias. Asimismo, las historias de co-branding con resonancia cultural pueden ofrecer una ventaja competitiva frente a grandes minoristas al aprovechar de manera innovadora narrativas auténticas que retratan sabores locales y personajes distintivos de barrio mediante relatos emocionalmente atractivos.
Contar histórias (storytelling) é uma estratégia de construção de marca popular e eficaz entre marcas de consumo de destaque. No entanto, para pequenas empresas vulneráveis focadas na sobrevivência diária, a perspectiva de buscar um parceiro de aliança de marca e compartilhar histórias de marcas conjuntas (co-branding) nas mídias sociais pode parecer um risco comercial excessivo. A incerteza sobre como iniciar a busca por parceiros b2b (business-to-business) adequados ou como identificar histórias atraentes para contar pode levar os empreendedores da comunidade a evitarem oportunidades de crescimento em potencial devido ao medo de concorrentes que disputam os mesmos recursos escassos. O objetivo deste estudo foi explorar como as pequenas e médias empresas (pmes) dependentes de recursos empregam estratégias de narrativa de marca conjunta (co-branded storytelling) para construir marcas b2b no Facebook. As descobertas de um estudo exploratório sequencial de métodos mistos, que coletou dados de uma amostra intencional de pequenas empresas, sugerem várias estratégias de joint venture para pmes hesitantes em se envolver em co-branding. Uma das principais contribuições do estudo é a identificação de quatro enredos de histórias de marca conjunta e suas possíveis variações narrativas. Os resultados indicam que os clusters regionais de b2b se beneficiam dos endossos de marca conjunta ao criarem coletivamente uma massa crítica competitiva para empresas baseadas na comunidade. Além disso, histórias de marcas conjuntas culturalmente ressonantes podem oferecer uma vantagem competitiva em relação às contrapartes do grande varejo, o que alavanca de forma inovadora as narrativas autênticas que retratam vividamente os sabores locais e os personagens exclusivos da vizinhança em histórias emocionalmente atraentes.
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