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.2017.084183

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

Received: 28 Nov 2015
Accepted: 07 Nov 2016
Published online: 16 May 2017 *

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