World Review of Science, Technology and Sustainable Development   »   2017 Vol.13, No.2

 

 

Title: Role of technology in brand management of Indian SMEs: an exploratory study

 

Authors: Vinay Singh; Vishal Vyas; Sneha Singh Jadon

 

Addresses:
ABV – Indian Institute of Information Technology and Management, Gwalior, India
ABV – Indian Institute of Information Technology and Management, Gwalior, India
ABV – Indian Institute of Information Technology and Management, Gwalior, India

 

Abstract: Present study aims to explore the impact of technology development in increasing brand performance along with considering market orientation and innovative culture of the organisation in Indian small and medium enterprises context. An exploratory study is conducted through structured questionnaire in Indian small and medium enterprises belonging to manufacturing sector. To find out the inter-relationships among the variables of the study, decision-making trial and evaluation laboratory (DEMATEL) method is employed. The result shows that market orientation, innovative culture and technology development affects the brand performance of SMEs. Market orientation and innovative culture are found the net causing factors. Technology development and brand performance are belonging to effect group. For better competitive advantages and business performance, managers of the firm can be able to establish synergy across the organisation by focusing on the market and by building innovative culture in the firm through their learning capabilities.

 

Keywords: brand performance; innovative culture; market orientation; technology development; DEMATEL.

 

DOI: 10.1504/WRSTSD.2017.10004974

 

World Review of Science, Technology and Sustainable Development, 2017 Vol.13, No.2, pp.174 - 191

 

Date of acceptance: 07 Nov 2016
Available online: 08 May 2017

 

 

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