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dc.contributor.authorM'zungu, Simon
dc.contributor.authorMerrilees, Bill
dc.contributor.authorMiller, Dale
dc.date.accessioned2018-02-28T02:08:21Z
dc.date.available2018-02-28T02:08:21Z
dc.date.issued2019
dc.identifier.issn0047-2778
dc.identifier.doi10.1111/jsbm.12387
dc.identifier.urihttp://hdl.handle.net/10072/370281
dc.description.abstractThis paper seeks a holistic understanding of brand management in SMEs, incorporating both strategic and operational perspectives. The aim of the study is theory-building, contributing a typology of SME brand management. The typology has two dimensions, namely a primary strategic focus (internal or external) and a brand management capability/operational capability (strong or weak). Four SME brand management types emerge: organization brand identity-driven, operations-driven, organization brand image-driven, and opportunistic. The results have practical implications for SME owner–managers, who can utilize them for planning purposes, to develop the most appropriate strategic orientation and brand management processes to enhance the SME performance.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherWiley-Blackwell
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto23
dc.relation.ispartofjournalJournal of Small Business Management
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchBanking, Finance and Investment
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1502
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.titleStrategic and operational perspectives of SME brand management: A typology
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.description.notepublicThis publication has been entered into Griffith Research Online as an Advanced Online Version.
gro.hasfulltextNo Full Text
gro.griffith.authorMiller, Dale
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorM'zungu, Simon


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