Branding as a Competitive Weapon for SMEs
The world of branding is clearly dominated by big businesses. Yet, in developing countries like Thailand, small- to medium-sized enterprises (SMEs) comprise the largest number of businesses in the economy. In order to provide a clearer picture of the character of branding as a strategy in SMEs, this study explored the concept and degree of brand orientation in the SME sector. Seven key components of brand activities were identified and tested on SME owners and managers in various industries in Thailand. Next, the study investigated the relationship between brand positioning strategies and bases of segmentation in a SME business. Furthermore, this study examined the effect of each segmentation base on the different strategic positioning options used by SMEs. The results show that there is a significant positive relationship between brand orientation and five of the brand activities. Furthermore, it was found that there is a significant positive relationship between the level of segmentation and the four types of brand positioning strategies. The findings suggest the combined use of both macro- and micro-bases of segmentation in order to leverage similar strategic positioning across global markets. However, micro-bases of segmentation are suggested for firms seeking differential positioning strategies. An effective use of the proposed framework will have salient implications for SMEs, including cost efficiencies, opportunities to transfer products globally, expansion opportunities of current operations, and development of more effective brand positioning decisions.
Branding SMEs Competitive Strategy Thailand
Angkana Anarnkaporn Peng Chan Piboon Puriveth
PhD, Ramkhamhaeng University (IIS), Thailand PhD, California State Fullerton, U.S.A.
国际会议
2007 International Conference on Dtrategic Management（2007年战略管理国际会议）
成都
英文
143-150
2007-04-19（万方平台首次上网日期，不代表论文的发表时间）