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Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry

Emerging Markets SMEs operate in a heightened competitive environment where external support such as the government is of great importance to develop their brands and remain competitive. Thus, the purpose of this thesis is to explore B2B brand management in emerging markets SMEs from the stakeholder...

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Main Author: Raki, Samira
Format: Thesis
Language:English
Published: Universiti Malaysia Sarawak (UNIMAS) 2020
Subjects:
HF Commerce
Online Access:http://ir.unimas.my/id/eprint/30414/3/Raki%20S.pdf
http://ir.unimas.my/id/eprint/30414/
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spelling my.unimas.ir-304142025-02-06T07:53:24Z http://ir.unimas.my/id/eprint/30414/ Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry Raki, Samira HF Commerce Emerging Markets SMEs operate in a heightened competitive environment where external support such as the government is of great importance to develop their brands and remain competitive. Thus, the purpose of this thesis is to explore B2B brand management in emerging markets SMEs from the stakeholders’ perspective, and consequently to develop a B2B Brand Management Framework, whereby SMEs can achieve as well as sustaining competitive advantage, and realise B2B brand performance. In this respect, this study identified stakeholder theory as an underlying theory to this inquiry and explored brand building process from the perspective of the SME and the government. Hence, this study employed semi-structured interviews under the case study approach. The case study investigated eight SMEs operating in the B2B industry and three governmental agencies in charge of SMEs brand development programmes in Malaysia. The findings highlighted the major role played by the government in enhancing the brand performance of the beneficiaries and have led to the development of Stakeholders B2B Brand Management Framework. The framework suggested that brand building in the B2B context requires the identification of two dimensions: (1) understanding of the brand, and (2) branding process. Finally, this study has contributed by linking stakeholder theory with the B2B branding and consequently proposing Stakeholders B2B Brand Management Framework to respond to the increased demand of more B2B branding frameworks. Universiti Malaysia Sarawak (UNIMAS) 2020-07-12 Thesis NonPeerReviewed text en http://ir.unimas.my/id/eprint/30414/3/Raki%20S.pdf Raki, Samira (2020) Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry. PhD thesis, Universiti Malaysia Sarawak (UNIMAS).
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Raki, Samira
Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry
description Emerging Markets SMEs operate in a heightened competitive environment where external support such as the government is of great importance to develop their brands and remain competitive. Thus, the purpose of this thesis is to explore B2B brand management in emerging markets SMEs from the stakeholders’ perspective, and consequently to develop a B2B Brand Management Framework, whereby SMEs can achieve as well as sustaining competitive advantage, and realise B2B brand performance. In this respect, this study identified stakeholder theory as an underlying theory to this inquiry and explored brand building process from the perspective of the SME and the government. Hence, this study employed semi-structured interviews under the case study approach. The case study investigated eight SMEs operating in the B2B industry and three governmental agencies in charge of SMEs brand development programmes in Malaysia. The findings highlighted the major role played by the government in enhancing the brand performance of the beneficiaries and have led to the development of Stakeholders B2B Brand Management Framework. The framework suggested that brand building in the B2B context requires the identification of two dimensions: (1) understanding of the brand, and (2) branding process. Finally, this study has contributed by linking stakeholder theory with the B2B branding and consequently proposing Stakeholders B2B Brand Management Framework to respond to the increased demand of more B2B branding frameworks.
format Thesis
author Raki, Samira
author_facet Raki, Samira
author_sort Raki, Samira
title Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry
title_short Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry
title_full Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry
title_fullStr Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry
title_full_unstemmed Exploring Brand Management of Emerging-Markets Small and Medium Enterprises Operating in the Business to Business Industry
title_sort exploring brand management of emerging-markets small and medium enterprises operating in the business to business industry
publisher Universiti Malaysia Sarawak (UNIMAS)
publishDate 2020
url http://ir.unimas.my/id/eprint/30414/3/Raki%20S.pdf
http://ir.unimas.my/id/eprint/30414/
_version_ 1823542200298897408
score 13.23648

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