Strategic Brand Management in SMEs for Competitive Advantage

@inproceedings{Baporikar2020StrategicBM,
  title={Strategic Brand Management in SMEs for Competitive Advantage},
  author={N. Baporikar and Rosalia Fotolela},
  year={2020}
}
  • N. Baporikar, Rosalia Fotolela
  • Published 2020
  • Business
  • ThisstudyaimedtoexplorehowSMEowner-managersperceivetheirrolesinmarketingandbrand managementasastrategicapproachtoenhancetheircompetitivenesstoensureprofits,growth,and sustainability.Foranyorganizationtogrowandthriveitisessentialtobecomecustomersfirstchoice andforthatitiscriticaltocommunicatetheirbrandcontentthrougheffectiveandstrategicbrand management.Hence,adoptingaqualitative,exploratoryapproach,10owner-managersofSMEsand… CONTINUE READING
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