Brand Activity and Process Management for Small and Medium-Size Enterprises

International Journal of Business Society, Vol. 6, Issue 7
Su YuxuanChristin Agustina Purba
ManagementSmall and medium-sized businessesBrands
PDFRegular IssueDOI: 10.30566/ijo-bs/2022.08.96
6Volume
7Issue

Abstract

Although an amazing amount of literature has evolved concentrating on the important tasks involved in brand management for bigger organisations with well-established brands and considerable marketing expenditures, no study has been undertaken to analyse branding inside small to medium-sized firms. This is despite the fact that there has been an increase in the number of small and medium-sized enterprises in recent years (SMEs). This study’s overarching objective is to evaluate the nature and breadth of brand management as it relates to small and medium-sized businesses. It is indicated that there are considerable variations between small and big firms along nine of the ten characteristics of brand management. In addition, diverse brand management techniques are linked to the success of businesses that are classified as SMEs. This paper highlights the implications of the work, draw attention to its shortcomings, and lay out some suggestions for further research.

References

[1]

D. Buhalis and S. Park, “Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue,” Journal of Product & Brand Management, 2021.

[2]

Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225-245.

[3]

Pyper, K., Doherty, A. M., Gounaris, S., & Wilson, A. (2019). Investigating international strategic brand management and export performance outcomes in the B2B context. International Marketing Review.

[4]

Mitra, S., & Jenamani, M. (2020). OBIM: A computational model to estimate brand image from online consumer review. Journal of Business Research, 114, 213-226.

[5]

Назаров, А. С. (2020). Psychological aspects of managerial decision making. Молодой ученый, 44, 45-48.

[6]

Forrest, J. Y.-L., Nicholls, J., Schimmel, K., & Liu, S. (2020). Managerial decision making: A holistic approach. Springer.

[7]

Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective model of brand awareness on repurchase intention and customer satisfaction. The Journal of Asian Finance, Economics and Business, 7(9), 427-438.

[8]

Bui, T.-D., Tsai, F. M., Tseng, M.-L., Tan, R. R., Yu, K. D. S., & Lim, M. K. (2021). Sustainable supply chain management towards disruption and organisational ambidexterity: A data driven analysis. Sustainable Production and Consumption, 26, 373-410.

[9]

Udriyah, U., Tham, J., & Azam, S. (2019). The effects of market orientation and innovation on competitive advantage and business performance of textile SMEs. Management Science Letters, 9(9), 1419-1428.

[10]

Fugate, K. (2021). A transmedia toolkit for small business.

[11]

Munir, A. R., Maming, J., Kadir, N., & Sobarsyah, M. (2021). Brand resonancing capability: the mediating role between social media marketing and SMEs marketing performance. Academy of Entrepreneurship Journal, 27(1), 1-12.

[12]

Tewary, A. K., & Mehta, R. (2021). Brand development and entrepreneur’s role in small businesses. Journal of Research in Marketing and Entrepreneurship, 23(1), 159-174.

[13]

Haider, S. A., & Tehseen, S. (2022). Role of decision intelligence in strategic business planning. In Decision Intelligence Analytics and the Implementation of Strategic Business Management: Springer (pp. 125-133).

[14]

Pahnke, A., Welter, F., & Audretsch, D. B. (2022). In the eye of the beholder? Differentiating between SMEs and Mittelstand. Small Business Economics, 1-15.

[15]

ESA, E., Mohamad, N. R., Wan Zakaria, W. Z., & Ilias, N. (2022). Do corporate governance and reputation are two sides of the same coins? Empirical evidence from Malaysia. The Journal of Asian Finance, Economics and Business, 9(1), 219-228.

[16]

Russell, A. (2022). Constituent connections: senators’ reputation building in the age of social media. Journal of Information Technology & Politics, 19(2), 180-196.

Article Information

Article Details
Volume & IssueVol. 6, Iss. 7
Publication DateAug 22, 2022
Authors
Su Yuxuan
Christin Agustina Purba
DOI
10.30566/ijo-bs/2022.08.96
PDF Download
Brand Activity and Process Management for Small and Medium-Size Enterprises | International Journal of Business Society