Globalisation, Technology and Sustainable Development Book Series
WORLD SUSTAINABLE DEVELOPMENT OUTLOOK 2006
Global and Local Resources in Achieving Sustainable Development

2006
 
(from Chapter 11: Marketing)

 Full Citation and Abstract

Title: Branding as a marketing principle for service SMEs: building a conceptual framework
  Author(s): Gillian Horan, Siobhan Tiernan, Michele O'Dwyer
  Address: Kemmy Business School, University of Limerick, Limerick, Ireland
Gillian.Horan @ ul.ie, Siobhan.Tiernan @ ul.ie, Michele.ODwyer @ ul.ie
  Reference: WASD 2006 Proceedings  pp. 341 - 350
  Abstract/
Summary
This paper highlights the importance of branding as a marketing principle for service Small Medium Enterprises (SMEs). There is a dearth of literature in the area of service SME branding, particularly its role on the survival and growth of small firms in the current business environment. This paper therefore examines elements of both SME and service branding, exploiting linkages between the two areas. Consequently, a conceptual framework is developed illustrating the role of these of elements and highlighting the appropriateness of branding to SME practices in the service sector.
 
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