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1
Odoom, Raphael, and Priscilla Mensah. "Brand orientation and brand performance in SMEs." Management Research Review 42, no. 1 (January 21, 2019): 155–71. http://dx.doi.org/10.1108/mrr-12-2017-0441.
Повний текст джерелаАнотація:
Purpose This study aims to investigate the moderating effects of innovation capabilities and social media capabilities on the relationship between brand orientation and brand performance among small- and medium-sized enterprises (SMEs). Drawing on the size differential feature from the organizational ecology theory, the paper further tests variations in these conditions across disaggregated SME levels. Design/methodology/approach The empirical part of the study was carried out with a sample of 484 enterprises in an emerging market context via exploratory and confirmatory factor analyses, along with a moderated hierarchical regression. Findings Results from the moderated hierarchical regression analysis indicate that although the two capabilities generally offered positive moderating effects across all enterprises, these are conditional and not invariant when disaggregated based on enterprise sizes (small vs medium). Originality/value The study suggests the need for enterprise owners/managers to identify optimal combinations of enterprise capabilities, based on their sizes, for which their complementarities with brand orientation efforts are more potent.
2
Li, Chenxi, Zhengyan Cui, Jing Chen, and Ning Zhou. "Brand Revitalization of Heritage Enterprises for Cultural Sustainability in the Digital Era: A Case Study in China." Sustainability 11, no. 6 (March 24, 2019): 1769. http://dx.doi.org/10.3390/su11061769.
Повний текст джерелаАнотація:
Many heritage enterprises have been struggling with severely declining brands in the digital era and are in desperate need of brand revitalization. Resolving the decline of heritage brands is not only a commercial issue but also a cultural sustainability issue because a living heritage brand can be considered an example of the preservation and even inheritance of a certain culture or history. While the prior literature has largely overlooked the cultural dimension of sustainability and the management of heritage enterprises from a brand revitalization perspective, this study investigates how a heritage enterprise achieves brand revitalization for cultural sustainability in the digital era. Using a Chinese heritage enterprise as a case organization, we identify three key processes of brand revitalization (i.e., redefining the heritage brand, communicating the updated image to consumers, and reconstructing the market boundaries of the heritage brand) for achieving cultural sustainability and examine the detailed mechanisms of each process. Our findings suggest that many brand revitalization efforts rely heavily on the use of various digital technologies. Theoretical and practical contributions are also discussed.
3
Liu, Xiao Bin, and Wei Li. "The Research on the Effectiveness of Brand Triangle Model for Product Life Cycle Design." Advanced Materials Research 945-949 (June 2014): 378–83. http://dx.doi.org/10.4028/www.scientific.net/amr.945-949.378.
Повний текст джерелаАнотація:
This paper analyzes brand structure of product (enterprise) brand, industrial brand, urban brand for product life cycle design, on the basis of Brand Symbol Triangle Model, analysis of the relationship among three brands, and further analyzes from product brand to industrial brand, urban brand evolutionary path. This paper argues a (enterprise) brand managers to guide the angle of the product in regional industrial brand promotion, urban brand enhancement strategies.
4
Xie, Zhi Bin, and Zhi Qiang Bu. "Research of Following Strategy of Product Design." Applied Mechanics and Materials 201-202 (October 2012): 879–81. http://dx.doi.org/10.4028/www.scientific.net/amm.201-202.879.
Повний текст джерелаАнотація:
The article uses research ways of Enterprise localization and enterprise's development course to study the strategy of company's product design and development. It announces at different stages for development, different kinds of enterprises will adopt product design and development policies of different modes. It also announces close causality between development course of company and central technology and product. The result indicated enterprises in leading position in market, technology and brand adopt pioneer strategy type of product research and development. Those enterprises that are relied on the large-scale leading enterprise offering a complete set service adopt the passively duplicating type tactic of product research and development. Some enterprises with part of advantage in technology, market, management or brand adopt following up strategy of product research and development. The enterprises with relative advantage position adopt the strategy of technology taking optimizing services as centre in product research and development in fields of brand culture and market service.
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Zhang, Hong, Kem Z. K. Zhang, Matthew K. O. Lee, and Feng Feng. "Brand loyalty in enterprise microblogs." Information Technology & People 28, no. 2 (June 1, 2015): 304–26. http://dx.doi.org/10.1108/itp-03-2014-0047.
Повний текст джерелаАнотація:
Purpose – With the prevailing microblogging phenomenon, many marketers have created their microblog accounts to promote products, advertise brands, and attract consumers. The purpose of this paper is to examine the effects of consumers’ community commitment, information technology (IT) habit, and participation on their brand loyalty in the context of enterprise microblogs. Design/methodology/approach – A total of 364 valid data were collected from fans or followers of enterprise microblogs through a survey on Weibo.com. The data were analyzed with smart partial least squares. Findings – Community commitment and IT habit directly lead to brand loyalty and indirectly affect brand loyalty through the mediating influence of participation. Information quality, perceived expertise, and social interaction are antecedents of community commitment. Satisfaction, importance, and social interaction positively affect IT habit. Research limitations/implications – To enhance the generalizability of the study, future studies may examine findings in other platforms (e.g. Twitter) with a large sample size. Practical implications – Practitioners can increase consumers’ brand loyalty through enterprise microblogs. Considerable attention should be directed to facilitating members’ community commitment and IT habit. In addition, the study points out significant antecedents of community commitment and IT habit for researchers, managers, and companies. Originality/value – To uncover the marketing potential of microblogging technology, the authors highlight the need for investigating how enterprise microblogs generate promising marketing outcomes. The present study examines key determinants of brand loyalty. The model empirically shows the significant effects of community commitment, IT habit, and participation.
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Jovanović, Milica, Bojan Krstić, and Sandra Milanović. "THE IMPACT OF BRAND VALUE ON MARKET PERFORMANCE INDICATORS OF HIGH-TECHNOLOGY ENTERPRISES." Facta Universitatis, Series: Economics and Organization, no. 1 (January 16, 2021): 317. http://dx.doi.org/10.22190/fueo200612023j.
Повний текст джерелаАнотація:
Brand valuation gained in importance in the 1980s, when a difference between the price at which some enterprises are bought and their value, according to the balance sheet, was noticed. Brand value can be considered an intangible asset of an enterprise, whose impact on the market performance indicators must be taken into account. This paper examines the relationship between brand value and selected market performance indicators using correlation and regression analysis. The analysis is based on Interbrand data on brand value and annual reports of selected enterprises from high-technology sector. The sample included top 5 enterprises from high - technology sector, whose corporate brands are on the list of the 100 most valuable brands, in all years of the analysed eight-year period (from 2012 to 2019). This paper discovered a statistically significant positive relationship between brand value and market performance indicators and that brand value positively influences those performances of high - technology enterprises. The focus of this study is on the following market performance indicators: market capitalization, Tobin's Q, market to book ratio and earnings per share. The research contributes to the field of brand value management and emphasizes the importance of investments in corporate branding process.
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Gao, You Shan, and Au Hong Wang. "Energy Consumption and Emissions Analysis of Natural Gas Exploitation." Advanced Materials Research 189-193 (February 2011): 316–20. http://dx.doi.org/10.4028/www.scientific.net/amr.189-193.316.
Повний текст джерелаАнотація:
Nowadays, remarkable immolations and charges are taking place deeply and continuously in the marketing area the enterprise brand operation is a strategic problem of operation which relates to the enterprise’s life. This article elaborated the creative meaning of the running of the business enterprise, and it emphasizes from establishing the brand operating, erecting the key of the brand operation, enhancing the key of the brand operation to carrying on the analysis of the brand value accurately and so on, in which it has a discuss about the problem of the design and the practice of the enterprise brand operation.
8
Michalski, Eugeniusz. "Enterprise branding strategies." Annals of Marketing Management and Economics 3, no. 1 (June 30, 2017): 49–57. http://dx.doi.org/10.22630/amme.2017.3.1.5.
Повний текст джерелаАнотація:
Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy, set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.
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Beck, Shelley B., Ayanda P. Deliwe, and Elroy E. Smith. "Assessing SME Perceptions of Using Green Social Media Marketing." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (December 9, 2020): 74. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(74).
Повний текст джерелаАнотація:
The image of an enterprise in relation to the environment in which it operates is currently of increased importance (Liskova, Cudlinova, Partlova & Petr, 2016, p.64). An enterprise's brand image is a customer's perception of a brand and can help customers assemble information, discriminate brands, create positive feelings, and create a reason to purchase (Huang, Yang & Wang, 2014, p.263). Therefore, enterprises aim to create a strong positive image of their brand which can be generated through marketing programmes. Social media marketing is the application of marketing principles, tools and techniques to social media platforms to differentiate and position the brand better than competitors (Neti, 2011, p.3). Enterprises should therefore use social media to promote and communicate their green initiatives to their stakeholders because of the prominent benefits it offers. Conscious and careful use of social media is the most promising investment for furthering an enterprise's green marketing strategies and by implementing green projects as a CSR initiative SMEs can satisfy their stakeholders (Williams, Page & Petrosky, 2014, p.26). SMEs do not effectively and efficiently market their enterprises due to the lack of funding, insufficient cash flow and the need for technical assistance to market their enterprise (National Small Business Chamber, 2016). Social media is the most popular means of communication in society and provide a good solution as it allows enterprises to interact with their stakeholders through dialogue and engagement to identify and satisfy stakeholder expectations (Bibri, 2008, p.14). The implementation of marketing activities that communicate enterprises' social and environmental initiatives creates added value and enhances financial performance (Bibri, 2008, p.14). If SMEs promote their green initiatives in their marketing communications that are directed at their stakeholders, they could succeed in marketing their business effectively and as a result grow and survive in the long term. However, few SMEs in South Africa are aware that implementing green strategies can improve their profitability and their survival. Keywords: Green marketing; social media marketing; SME's
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Xiao, Hu. "Carry out the Green Brand Construction: A Case Study." Applied Mechanics and Materials 644-650 (September 2014): 5893–96. http://dx.doi.org/10.4028/www.scientific.net/amm.644-650.5893.
Повний текст джерелаАнотація:
It is of great significance to carry out the green brand construction for enterprise’s sustainable development. Shanghai WANSHIFA, an industrial head company in Shanghai, constructs green brand successfully through clearing brand strategy of green company, implementing the third party certification, special trademark registration, improving the product traceability and setting different brand sales paths and strategies according to the characteristics of brands. The practice shows that it is necessary for the green product brand to locate the green brand strategy correctly. The application of a unique registered trademark of third-party certification is necessary for the enterprise. The success of green brand needs effectively marketing strategy and network. The green product information tracing system is the trend for the green brand construction.
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Qi, Yue, Hao Qi, Xu Dan Zhou, and Shao Jian Li. "CI and Web Design in Legacy Brand Enterprise." Applied Mechanics and Materials 687-691 (November 2014): 2415–18. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.2415.
Повний текст джерелаАнотація:
In today's information society with fierce market competition, the image of the well-known enterprises develop with the eras and adapt to enterprise development process, strengthening moderately, strengthening image planning design and subsequent modification are very necessary. Enterprise CI image and the spread of web design have become corporate image strategies, web image recognition design must create the corporate image which can represent the enterprise image, business strategy of the brand image. This paper analysis web page design from the enterprise CI brand characteristics, representing beauty and harmony, and have a visual experience.
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Dudko, Pavlo M. "MANAGEMENT OF BRANDS’ PORTFOLIO POSITIONING OF DOMESTIC ENTERPRISES." Management 31, no. 1 (September 17, 2020): 67–77. http://dx.doi.org/10.30857/2415-3206.2020.1.6.
Повний текст джерелаАнотація:
Introduction. Nowadays, the development of the economy of Ukraine is a demonstration of the trend towards globalization and the necessity for enterprises, including greater understanding, to give more nutrition to the form and brand development.Hypothesis of scientific research. The management of brands’ portfolio positioning should not be based only on trademarks, which belong to an enterprise, but also on the construction of molecule of brands portfolio, which affect on the decision of the consumer independently of holding them, that allows the increasement of the validity of proper brand in the eyes of consumer.Aim of this research is the extension of the theoretical foundations and the development of science-and-practical recommendations, which is followed by the complete management of the brand portfolio.Methods of investigation: The following tools: (goal setting, information and marketing communications; marketing research); models, methods and techniques (traditional methods of statistics, analysis, marketing) modeling; model of brand code and mental fields according to T. Ged; naming techniques); the method of generalization of information, the result of which is the development of the brand / brands, the formation of the portfolio; formation of a brand beech were used in the study.Results of research. Based on the analysis of portfolio concepts in brand management, the essence of the brand portfolio as a set of brands that make up the brand carrier and affect the associated position in the perception of the consumer, regardless of ownership of the company is precised. The meaning "brand carrier" refers to a product, brand, enterprise, organization, person or character associated in the minds of consumers with a certain distinctive quality.Conclusions: Approaches to the formation of brand portfolios, which can be centric (based on the hierarchy of brands and based on systems / networks of brands) and invariant – based on the "molecule" of the portfolio. The model of the organization of management of a brand which includes principles, the purpose, tasks, essence of management and directions of works is formed. Systematized principles of brand management, which we divide into general and specific. Methodical approaches to brand management on the basis of brand positioning are studied, it is established that the method of brand management on the basis of brand positioning should be understood as a way of its practical implementation, then the method is a set of methods and techniques of its appropriate application.
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Наталія Шматько, Михайло Пантелєєв, Марина Кармінська-Бєлоброва, and Тетяна Мирошник. "BRAND MANAGEMENT IN STRATEGIC ENTERPRISE MANAGEMENT." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 1 (December 28, 2021): 110–15. http://dx.doi.org/10.20998/2519-4461.2020.1.110.
Повний текст джерелаАнотація:
Branding is an integral part of an enterprise's marketing activities and can be analyzed in various aspects. Brand management – is the process of creating and managing a brand that is based primarily on the sale of goods. The main components in this process are brand ideas, market analysis, strategy development, organization of an advertising company. In addition, to date, branding policy is one of the elements of marketing, it determines the positions of other types of policy, because today the role of brand for the enterprise is a determining factor of competitiveness and survival of the enterprise in the market. When forming a brand, it is necessary to formulate problems related to needs, supply and demand, as they fully reflect the specifics of the functioning of the product market. The process of brand management is differentiated into blocks; methods for determining the brand value of an enterprise are proposed. The prerequisites for changing brand management are related to the processes and cycles that occur in the economy such as: globalization of business, development of scientific and technological progress, changes in the external environment and society, and even the expansion of market boundaries, so a comparison of the dynamics of brand- enterprise management; brand management concepts are compared. The strategic brand management process is important for creating and maintaining brand equity. Developing a strategy that successfully supports or enhances brand awareness, strengthens brand associations, emphasizes brand quality and use, is part of brand management. In today's world, in order to maintain a competitive position, every leader must first and foremost consider the value of his or her brand in developing its strategy and pay attention to branding and find key points for winning the position.
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Gumulya, Devanny, and Isabela Elena. "KAJIAN TRANSFORMASI SEMANTIK DALAM PORTFOLIO DESAIN PRODUK KEWIRAUSAHAAN SOSIAL." Jurnal Dimensi Seni Rupa dan Desain 16, no. 2 (February 1, 2020): 175–95. http://dx.doi.org/10.25105/dim.v16i2.7058.
Повний текст джерелаАнотація:
AbstractThe market is increasingly more competitive; a brand must have a strong product design identity. Famous brands such as Nike, Apple and Swatch are brands that are good at managing their portfolio strategy for a long time. These brands can form an absolute imagination in the consumer’s mind by orchestrating coherent design characters across their product portfolio. Therefore, a brand must consistently use its design elements without making it dull. Consistent but the novelty element remains essential in every product line. Social enterprise to carry out the societal mission should be able to keep up with other products on the market. Therefore, social enterprise ability to manage their product portfolio strategy is essential. Semantic transformation is the process of changing from language realm into the entity that can be physically seen through design features. It is the process of creating design feature to represent meaning. Three social enterprises: Borneo Chic, Noesa and Du’anyam were selected for semantic transformation analysis across its product portfolio, starting from the brand value into design feature from the product portfolio line. The results suggest that the meanings carried by social enterprises are locality, environmentally friendly and mission to build community capacity. These meanings are transformed into design features such as natural colour combinations, woven and weaving elements as a representation of the product made by local craftsmen and one of a kind not factory-made or mass-produced, use local material and environmentally friendly. The social enterprise is expected to innovate traditional features into something modern that fit to a modern lifestyle. Imperfections in social enterprise’s products are also anticipated because it shows that products are made by humans. AbstrakPersaingan pasar yang semakin ketat membuat sebuah brand harus memiliki identitas desain produk yang kuat. Brand-brand ternama seperti Nike, Apple dan Swatch adalah brand yang pandai mengatur strategi portofolionya sehingga dalam kurun waktu yang lama, brand-brand tersebut bisa membentuk imajinasi yang absolut akan karakter desain dari portofolio produknya. Oleh karena itu, sang brand harus secara konsisten menggunakan elemen-elemen desainnya tanpa membuatnya menjadi membosankan. Konsisten tapi unsur kebaruan tetap penting dalam setiap lini produk. Kewirausahaan sosial untuk menjalankan misi sosialnya, harus mampu bersaing dengan produk-produk lain yang ada di pasar. Oleh karena itu strategi portofolio dari kewirausahaan sosial menjadi sangat penting. Transformasi semantik adalah proses perubahan dari ranah bahasa menjadi wujud entitas yang dapat dlihat secara fisik melalui fitur-fitur desain yang diciptakan untuk merepresentasikan sebuah makna. Tiga kewirausahaan sosial berbasis desain produk: Borneo Chic, Noesa dan Dua’anyam dipilih untuk dianalisa transformasi semantiknya, bermula dari ranah bahasa brand value menjadi karakter desain dari lini portofolio produk. Hasil penelitian adalah makna-makna yang diusung kewirusahaan sosial adalah lokalitas, ramah lingkungan dan misi pembangungan kapasitas komunitas. Makna ini ditranslasikan dalam fitur-fitur desain seperti kombinasi warna natural, elemen anyaman dan tenun sebagai representasi produk yang dibuat oleh perajin lokal dan bukan buatan pabrik atau produksi massa. Material yang digunakan lokal dan ramah lingkungan. Wirausaha sosial diharapkan untuk menginovasi fitur tradisional menjadi sesuatu yang tidak biasa. Ketidaksempurnaan pada produk kewirausahaan juga diantisipasi karena menunjukan bahwa produk dibuat oleh manusia.
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Zubko, D. O. "Scientific and Theoretical Content of the Brand Strategy of a Trading Enterprise." Business Inform 11, no. 514 (2020): 457–61. http://dx.doi.org/10.32983/2222-4459-2020-11-457-461.
Повний текст джерелаАнотація:
The study notes that the activities of commercial enterprises are constantly becoming more complex, as it is influenced by factors related to economic crises, unstable economic environment, globalization of the economy and digitalization processes. All this causes changes in existing approaches to managing domestic enterprises. In this regard, the expediency of using the brand and brand strategy in the activities of a trading enterprise to ensure its competitiveness and market position is justified. The purpose of the study is to determine the scientific and theoretical content of the brand strategy of a trading enterprise. Approaches to defining the concepts of brand and brand strategy are considered and generalized, as a result of which it is determined that in the scientific literature there is no consensus on their interpretation, due to the semantic ambiguity of the characteristics of these definitions. The features and essence of the brand from the standpoint of subject, functional, emotional, cost-oriented and integrated approach are identified. The author's position on the expediency of defining the concept of brand taking into account the integrated approach is substantiated. The brand strategy is characterized as an orderly set of measures designed for the long term, the implementation of which is aimed at: increasing the popularity, demand for the company's product among consumers by forming an appropriate image, ideas, associations, expectations about it; increasing the value and competitiveness of a product or service; development of the trade enterprise as a whole. The stages of formation of enterprise strategy, creation of brand and brand strategy are generalized, their features in the context of activity of trade enterprise are defined. It is proved that the development and implementation of brand strategies in the framework of strategic management play an important role in the development and formation of the image of a trading company, which requires additional research on practical aspects in the theoretical plane.
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Zubko, D. O. "Scientific and Theoretical Content of the Brand Strategy of a Trading Enterprise." Business Inform 11, no. 514 (2020): 457–61. http://dx.doi.org/10.32983/2222-4459-2020-11-457-461.
Повний текст джерелаАнотація:
The study notes that the activities of commercial enterprises are constantly becoming more complex, as it is influenced by factors related to economic crises, unstable economic environment, globalization of the economy and digitalization processes. All this causes changes in existing approaches to managing domestic enterprises. In this regard, the expediency of using the brand and brand strategy in the activities of a trading enterprise to ensure its competitiveness and market position is justified. The purpose of the study is to determine the scientific and theoretical content of the brand strategy of a trading enterprise. Approaches to defining the concepts of brand and brand strategy are considered and generalized, as a result of which it is determined that in the scientific literature there is no consensus on their interpretation, due to the semantic ambiguity of the characteristics of these definitions. The features and essence of the brand from the standpoint of subject, functional, emotional, cost-oriented and integrated approach are identified. The author's position on the expediency of defining the concept of brand taking into account the integrated approach is substantiated. The brand strategy is characterized as an orderly set of measures designed for the long term, the implementation of which is aimed at: increasing the popularity, demand for the company's product among consumers by forming an appropriate image, ideas, associations, expectations about it; increasing the value and competitiveness of a product or service; development of the trade enterprise as a whole. The stages of formation of enterprise strategy, creation of brand and brand strategy are generalized, their features in the context of activity of trade enterprise are defined. It is proved that the development and implementation of brand strategies in the framework of strategic management play an important role in the development and formation of the image of a trading company, which requires additional research on practical aspects in the theoretical plane.
17
Abdirahmonovich, Akramov Tohir, Ziyodulla Hakimov, Bobir Tursunov, and Alisher Oqboyev. "Evaluation of Competitiveness of Brands of Local Sewing and Knitting Enterprises." Revista Gestão Inovação e Tecnologias 11, no. 2 (June 5, 2021): 716–39. http://dx.doi.org/10.47059/revistageintec.v11i2.1707.
Повний текст джерелаАнотація:
The purpose of the study is to develop scientific proposals and practical recommendations for the use of branding strategies in the management of the competitiveness of garment enterprises. The scientific significance of the research results was determined by the fact that it can be used to identify specific aspects of brand competitiveness management and enterprise competitiveness, brand management in enterprises, development of branding strategies and the formation of special strategic programs and program goals to transform the national garment brand into global brands. The practical significance of the research results is that the developed scientific proposals and practical recommendations will help entrepreneurs operating in the country to develop their own brand in order to be competitive, to evaluate it in market conditions. The results of the study can be explained by the fact that they can be used in the preparation of textbooks and manuals on the disciplines "Brand Management", "Management", "Fundamentals of Management and Marketing", "Innovation Management".
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Ivanienko, V. V., and K. V. Kovalchuk. "The Marketing Strategies for Forming a Competitive Brand in International Markets." Business Inform 1, no. 528 (2022): 444–50. http://dx.doi.org/10.32983/2222-4459-2022-1-444-450.
Повний текст джерелаАнотація:
The article analyzes the essence and features of the application of marketing strategies for the formation of a competitive brand. Both the individual and the distinctive characteristics of the brand are examined. The reasons for the formation of brand relevance are given. It is determined that the brand is an important asset of the company, and the effective development of the company’s strategy should include the determination of the calculation of the trademark capital. A detailed list of components of the brand capital of the enterprise is presented. It is defined that with increasing competition, increasing attention is paid to the activation of the use of the method of promoting goods to the market, the growth of communicative influence on the target segments, an increase in the arsenal of components of the promotion complex through the use of non-standard methods of marketing communications. In the course of the research, the components of the brand are distinguished. A competitive brand is a very important process of the marketing component, bringing the product to the market, creating the face of the company. Given the position of the enterprise in the market and its scale, it is possible to record the growth of brand competitiveness. A research of competitiveness focuses on describing and evaluating component parameters and introducing a competitive advantage among other, existing brands. Branding is a form of diversity of almost identical products in the markets, but with the opposition of individuality. Branding activities are aimed at creating long-term consumer preferences, which include active ways to promote and position a particular product. A competitive brand is a brand that has advantages over other brands in terms of indicators that are characteristics of product competitiveness (quality, price, innovation activity), image and reputation characteristics of products and enterprises, its position in the market.
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Chaomeng, Gao, and Wang Yonggang. "Analysis of Brand Visual Design Based on Collaborative Filtering Algorithm." Discrete Dynamics in Nature and Society 2022 (January 13, 2022): 1–8. http://dx.doi.org/10.1155/2022/8235966.
Повний текст джерелаАнотація:
With the continuous development of China’s social economy, the competitiveness of brand market is gradually increasing. In order to improve their own level in brand building, major enterprises gradually explore and study visual communication design. Brand visual design has also received more and more attention. Building a complete and rich visual design system can improve the brand level and attract users to consume. Based on the abovementioned situation, this paper proposes to use collaborative filtering algorithm to analyze and study brand visual design. Firstly, a solution is proposed to solve the problem of low accuracy of general recommendation algorithm in brand goods. Collaborative filtering algorithm is used to analyze the visual communication design process of enterprise brand. Research on personalized image design according to consumers’ trust and recognition of brand design is conducted. In traditional craft brand visual design, we mainly study the impact of image design on consumer behavior. The brand loyalty model is used to predict and analyze the visual design effect. Also, the user’s evaluation coefficient is taken as the expression of brand visual design recognition. Finally, the collaborative filtering algorithm is optimized to improve the consumer similarity based on the original algorithm. The results show that the brand visual design using collaborative filtering algorithm can help enterprises obtain greater benefits in their own brand construction. It provides effective data help in the development of traditional craft brands.
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Jiang, Wenbin, Liyu Ju, Yongju Zhang, and Ziyu Li. "Analysis on the Factors Influencing the Behavior of Purchasing Enterprise Brand Fruits: Empirical Study Based on 312 Consumers in China." Journal of Food Quality 2021 (December 6, 2021): 1–9. http://dx.doi.org/10.1155/2021/2807054.
Повний текст джерелаАнотація:
Based on summarizing the factors that influence consumers’ purchasing of fruits and vegetables, by establishing the theoretical framework that describes the factors influencing the behavior of purchasing enterprise brand fruits, designing the questionnaire, collecting data, and analyzing the data of 312 consumers by binary logistic regression, this article finds that there are mainly 6 factors influencing the behavior of purchasing enterprise brand fruits, namely, gender, the convenience of purchase, taste, evaluation after tasting, tasted or not, and whether relatives or friends buy. Among them, the first four factors have a positive effect, while the last two have a negative effect. The biggest influential factor is whether relatives or friends buy, followed by tasted or not, the third is an evaluation after tasting, and the fourth is the convenience of purchase. Taste and gender are, respectively, ranked fifth and sixth. Based on the above conclusions, this article puts forward some countermeasures and suggestions, which can be listed as follows: to expand the marketing channels of enterprise brand fruits, to improve the convenience of purchase, to improve the quality of enterprise brand fruits, to pay attention to the improvement of taste, to give full play to the publicity role of the government and enterprises, and to improve the popularity of enterprise brand fruits.
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Wang, Yiqin, Jingbin Wang, Dan Han, Shanshan Lv, Mo Chen, and Shijiu Yin. "The interaction relationships among agricultural certification labels or brands: evidence from Chinese consumer preference for fresh produce." International Food and Agribusiness Management Review 25, no. 2 (February 28, 2022): 211–27. http://dx.doi.org/10.22434/ifamr2021.0048.
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China uses a multilevel agricultural certification system; however, its implications are not well understood. In this study, we used tomatoes as an example in a series of Becker-DeGroot-Marschak auction experiments to determine consumers’ willingness to pay (WTP) toward three safety certification labels and two kinds of brands. Then, based on the auction experiment results, we designed a menu-based choice experiment to assess the interaction relationships between the safety certification labels and brands. The results showed that consumers were generally willing to pay a premium for tomatoes with safety-certified labels (especially for organic labels) and brands (especially for the enterprise brand). Providing consumers with additional information regarding the certification remarkably improved their WTP for tomatoes with organic and green labels. The menu-based choice experiment suggested that the organic and green labels were found to be substitutes. In addition, organic and green labels could not substitute the enterprise brand, whereas the converse of this relationship was true. Finally, a mutual substitution relationship was observed between hazard-free label and enterprise brand. Our research enables producers to consider the interaction between certification strategies and brand strategies. Therefore, marketers and policymakers should take steps to promote and expand consumers’ knowledge on certification, as it could benefit the development of certified food.
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Savchenko, N., L. Sulimenko, and R. Savchenko. "The role of the brand in the enterprise sustainable development." Scientific Horizons 93, no. 8 (2020): 31–38. http://dx.doi.org/10.33249/2663-2144-2020-93-8-31-38.
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In today's competitive environment, the brand is one of the main prerequisites for effective development of the enterprise, allows to ensure the fulfillment of social obligations to employees and society, identify products or enterprises, acts as a guarantor of product quality, forms a positive image of the business entity. This necessitates the study of theoretical and practical experience of the possibilities of using the brand to increase the competitiveness of the business entity. Another factor that determines the relevance of this study is the limited practical experience in brand management by domestic companies in the globalization of the economy. The goal of the research is to establish the role of branding in improving the efficiency of domestic enterprises. The key tasks include: outlining the characteristics of the enterprise sustainable development; determining the degree of the brand influence on the business entity effectiveness; consideration of the order of interrelation between branding and social responsibility in modern conditions of competition; proving the importance of brand identity, by detailed coordination of personalization. The research methods were: monographic, comparison, analysis and graphic. It is determined that the main prerequisite for sustainable development of domestic enterprises in the context of economic globalization, limited resources, technology development is the process of brand management. The brand will be one of the main competitive advantages of businesses in the future. Priority will be given to the demand, simplicity and "humanity" of the brand, rather than technology. It has been proven that in order to protect the reputation of its brand, a business must recognize that its success requires a holistic approach to promoting its product or service, including greater social responsibility. A company's reputation and corporate affiliation often affect an entity's ability to operate outside the country or to influence consumer behavior. Prospects for further research in this area are the application of a holistic approach to branding: from brand development to the implementation of marketing programs. It is advisable to study the impact of internal and external environment on the effectiveness of the brand.
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Odoom, Raphael, Priscilla Mensah, and George Asamoah. "Branding efforts and SME performance – an empirical investigation of variations across firm sizes and business sectors." Journal of Research in Marketing and Entrepreneurship 19, no. 1 (July 10, 2017): 59–76. http://dx.doi.org/10.1108/jrme-06-2016-0017.
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Purpose This paper aims to draw on the organizational ecology theory to examine variations in branding efforts and performance of small and medium-sized enterprises (SMEs) across enterprises sizes and business operating sectors. Design/methodology/approach A four-stage analysis involving principal component analysis, Pearson correlation, ANOVA and logistic regressions was used on a sample of 430 SMEs within an emerging market. Findings Principal component analysis identified four brand marketing efforts relevant to the SMEs. These efforts were used in fluctuating extents among small-sized versus medium-sized enterprises, as well as manufacturing versus services SMEs. Additionally, proportionate levels of performance corollaries were found to be accruable across the enterprise sizes and operating sectors. Originality/value The paper first identifies four brand-building efforts germane to SMEs within an emerging market and examines their precise contributions to firm performance within enterprise sizes and business operating sectors. It further reinforces the relevance of brand marketing programs to the growth of SMEs by establishing the likelihood and extent to which brand-building efforts impact on SME performance across enterprise sizes, as well as operating sectors. The study also presents issues of potential research and managerial interest from an emerging market, offering insightful implications to researchers and SME managers.
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Huang, Jinghua, Yue Jin, Xinyao Wang, and Jing Zhang. "The influence of enterprise microblogging on consumer loyalty." Nankai Business Review International 10, no. 2 (June 3, 2019): 259–76. http://dx.doi.org/10.1108/nbri-09-2017-0049.
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Purpose This paper aims to explore how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. The study aims to expand traditional brand community theory. Design/methodology/approach The paper is based on brand community theory, social identity theory and usage and gratifications theory. Using a pre-survey of the fans of an enterprise microblog and a random sample survey of such fans on Sina Weibo, the authors tested the structural equation model with LISREL, which includes multiple fit indices. Findings The paper provides empirical insights about how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. It suggests that consumers’ perceived value could strengthen their microblog identification, which will influence their perceived relationship with the enterprise and its products directly and indirectly through the mediation of enterprise identification. Perceived relationship can further influence purchase and recommendation intentions. Research limitations/implications Because of the chosen data collecting approach, the research results may be still subjective. Moreover, the study overlooks the effects of the different types of enterprise microblogging and consumers. Practical implications Enterprises should operate their official microblogging from the perspective of maintaining brand community to improve consumer loyalty. They can generate more value for consumers through their microblogging and predict the operating performance by evaluating the degree of consumers’ relationship perception. Originality/value This paper considers enterprise microblogging as a new form of virtual brand community and identifies its features, and expands theories of brand community, and social media/IT business value, social identity theory and gratifications theory.
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Ukaj, Fatos. "The Role and Importance of Brand in the Marketing of Small and Medium-Sized Enterprises in Kosovo." International Journal of Marketing Studies 8, no. 6 (November 11, 2016): 52. http://dx.doi.org/10.5539/ijms.v8n6p52.
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<p>Nowadays, every branch of economic activities is a subject of the various influences in which they cannot have an impact. The capabilities of an enterprise to have a significant impact on business environments can be done through the creation of their own brand. Hence, this has become a tool for the identification of its products and enterprises. Enterprises have exploited brand as a means by which businesses have improved their own turnover, competitive position in the market, and winning the loyalty of their consumers. In Kosovo, there is an increasing trend of enterprises in creating a brand for their own products. Thus, this gives them a higher possibility for identification by the consumers, fosters the development of marketing policies, and provides them the opportunity to break through new markets. The scope of this paper is to determine the importance and rationale for the creation of certain brands. It was able to achieve this through a research of perception for the brands by consumers, as well as finding out grounds and influential factors during their selection of certain brands. The data acquired have proved that there are some advantages of enterprises that have a well-known brand. Also, the various factors which influence customer’s decision include physical product handling features, good experiences, packaging, warranty, etc. The data presented will help in the future for an increase in awareness on the importance of branding in the practice of enterprises. Therefore, this is with the aim of creating a good image for the products as well as enterprises.</p>
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Rui, Liang, Kateryna Prokopenko, and Svitlana Vovchok. "APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT." Management 32, no. 2 (April 16, 2021): 137–46. http://dx.doi.org/10.30857/2415-3206.2020.2.11.
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Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.
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Zhang, Shizhuo. "Research on VI Design of Corporate Image Based on Computer Multimedia Technology." Scientific Programming 2022 (April 22, 2022): 1–7. http://dx.doi.org/10.1155/2022/1436733.
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Core concepts such as corporate culture and management structure are displayed through VI (visual identity) visual design. The key effects of VI visual design include the image design of the entire enterprise and the image design of the main brand of the enterprise. In addition, the overall brand of a business will also be affected. VI visual design also plays an important role in the entire brand promotion. Through VI visual design, you can quickly understand and analyze an enterprise. The development of the Internet has changed people’s living habits and consumption patterns. In order to meet people’s consumption needs, more and more Internet companies have become the mainstream of the industry. Different from the VI image of traditional enterprises, the brand image of the Internet has huge differences in design methods, expression methods, and communication channels. This article objectively analyzes the brand characteristics of current Internet companies, as well as the consumer psychology and needs of consumers in the “Internet +” era, so as to illustrate the importance of the same complete brand image for companies. Next, we will analyze the problems existing in the traditional VI image in the Internet era and design a set of overall Internet brand image design methods. Finally, combined with social development and social hotspots, predictions are made about the changes in brand image design.
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Maiboroda, Hanna, and Anastasiia Marchuk. "DEVELOPMENT OF UKRAINIAN ENTERPRISES IN CRISIS ECONOMY IN BRAND MANAGEMENT SYSTEM." Green, Blue & Digital Economy Journal 2, no. 2 (May 31, 2021): 37–46. http://dx.doi.org/10.30525/2661-5169/2021-2-6.
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The purpose of the article is to improve and deepen the theoretical aspects of brand value assessment methods, highlighting their advantages and disadvantages, combining existing techniques for more effective assessment of the enterprise, the practical calculation of the brand value "Kiivkhlib" on the example of the Ukrainian enterprise-leader of the baking industry. In the article the theoretical analysis of publications, which considered the main aspects of the brand management system at the enterprises, in particular domestic ones, was carried out. The authors also highlighted the subject of the research, which is the given factors and structural elements of brand identity and value from the side of strategic activities of companies that operate in two Ukrainian markets – the market of milk and dairy products and the market of bakery and bakery products. Methodology. To determine the brand value was chosen one of the enterprises in the bakery industry, located in Kiev – "Kiivkhlib". The calculation was carried out using a combination of methods "Interbrand Model" and the method of royalty based on the data of the public accounts of the enterprise for 2019. Determination of the index of the brand role was carried out by expert method using seven basic criteria (leadership, stability, market, internationality, trends, support, protection). The last step was the calculation of the final brand value, where the brand profit is defined as the product of the intangible profit value and the brand role index. Also to calculate the final brand value, it was necessary to calculate the discounted cash flows over the years of the economic life of the investment. Results. As a result the index of brand role added up to 86%. As for "Kiivkhlib" it was determined that the brand multiplier value of 18,8 corresponds to a point estimate of brand strength (86 points). The results obtained by using the method based on "Interbrand" model showed that brand value of "Kiivkhlib" is at the level of 5093,1 thousand UAH. Due to the fact that this model involves a large number of subjective estimates, the results may differ from the calculations obtained by using other methods and models. Practical implications. The value of the brand affects both the financial aspects of the enterprise and its non-financial side. It is worth noting that the brand is an intangible asset but it provides a real financial result in the form of profit. That is why companies, seeking to gain a leading position in the market, should pay close attention to assessing the brand value and using the obtained data in strategic management.
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Wang, Cheng Che. "Analysis Software Application Status of Enterprise Human Resource Management." Applied Mechanics and Materials 462-463 (November 2013): 956–59. http://dx.doi.org/10.4028/www.scientific.net/amm.462-463.956.
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The paper analyzes and evaluates the current domestic enterprise softwareapplication, first use the questionnaire investigation, mainly concentrated in the high-tech enterprises, the medium and small enterprises of high percentage. Researchmainly aimed at the software brand, satisfaction, function, price, purchase demand andimportance, after sale service and other aspects of the investigation. After screening screening to obtain effective questionnaires, and use descriptive analysis method toresearch the results of statistical analysis. The results showed: the enterprises shouldpay attention to the price of brand in the software selection, also need to compare products and after sale service function of comprehensive factors such as.
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Сергій Федорович Легенчук, Тетяна Петрівна Остапчук, and Ігор Віталійович Орлов. "Information provision of value-based management of enterprise brands: strategic landmarks." Problems of Theory and Methodology of Accounting, Control and Analysis, no. 3(47) (January 20, 2021): 33–39. http://dx.doi.org/10.26642/pbo-2020-3(47)-33-39.
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The necessity of solving the problem of information support of brand value-based management of enterprise has been grounded. The existence of accounting dysfunction as a means of information support of value-based brand management has been stated. Peculiarities of normative regulation of accounting of brands and trade marks according to the international and national legislation have been analyzed. The reasons for the prohibition of capitalization of internally generated brands in the accounting legislation have been analyzed. The concept of the moribund effect in terms of accounting and evaluation of internally generated brands of the enterprise has been defined. Critical approaches of scientists to the recognition and accounting of internally generated and received from the company's brands have been analyzed. Three paradoxes of accounting for brands have been allocated. Two main ways to improve the current methodology of accounting for brands in order to overcome the dysfunction of the accounting system (making revolutionary changes in the methodology of accounting for brands; the creation of accounting engineering add-ons) have been suggested.
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Özcan, Fatih, and Meral Elçi. "Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation." SAGE Open 10, no. 4 (October 2020): 215824402097237. http://dx.doi.org/10.1177/2158244020972372.
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Employees are one of the most important factors in business. Therefore, enterprises should account for the expectations of employees, particularly their perception of the enterprise, and their behavior. This study investigates the importance of employees’ perceived corporate social responsibility (CSR) and also examines the potential role of predicting employer brand, brand image, and corporate reputation. The study’s participants comprise employees working in different departments of various corporations. A total of 559 surveys were collected from randomly sampled company employees working in small and medium-sized enterprises (SMEs) in Turkey, and the responses were analyzed using component-based least squares modeling. The model was analyzed and validated by Smart partial least squares software. Employee-oriented CSR activities have a positive effect on employer brand and brand image perceptions among employees in SMEs. Perceived corporate reputation mediates this relationship.
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Zhang, Hui. "Analysis of Brand Communication Influence of Professional Sports Clubs Based on Complex System Discrete Model." Discrete Dynamics in Nature and Society 2021 (November 23, 2021): 1–10. http://dx.doi.org/10.1155/2021/1477924.
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In recent years, because the complex system discrete model has brought good results in the application of many research directions such as human management analysis, control system prediction, and animal group prediction, how to combine the complex system discrete model with the prediction of enterprise brand communication effect has become a current research hotspot. Based on this, this paper studies the application of the discrete model based on the complex system in sports club to enterprise brand communication and designs a model of the impact of professional sports club on enterprise brand communication based on the SIR model and PSO algorithm. Firstly, this paper analyzes the research status of the impact on enterprise brand communication at home and abroad and optimizes and improves the impact of professional sports clubs on enterprise brand communication and the shortcomings of big data analysis technology in the current research. The complex system discrete model can accurately analyze the enterprise brand communication and conduct big data mining analysis with known professional sports clubs to achieve accurate calculation. The results show that in the process of analyzing the impact of professional sports clubs and enterprise brand communication, the communication mode design of professional sports clubs based on SIR-PSO algorithm can not only effectively deal with various complex discrete data evaluated by club users but also analyze and evaluate the impact of professional sports clubs on enterprise brand communication.
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Raiko, Diana, and Viktoriia Cherepanova. "CREATION OF THE IMAGE AND BRAND OF THE ENTERPRISE ON THE BASIS OF MARKETING AS A PHILOSOPHY OF MANAGEMENT." Baltic Journal of Economic Studies 5, no. 2 (May 13, 2019): 191. http://dx.doi.org/10.30525/2256-0742/2019-5-2-191-205.
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The modern development of an enterprise is possible only on the basis of marketing since the enterprise is effective only in case of its usefulness for consumers, the relation with which is one of the main marketing functions, i.e., marketing is a philosophy of management. The purpose of the paper is to study the theoretical background and practice of interaction of image and brand of an enterprise on the basis of marketing as a philosophy of management. Methodology. Approbation of the results is presented on the example of business projects for 2017 and 2018 of enterprises with different business scales in Kharkiv and Kharkiv region of Ukraine: small – the Centre for Child Development “Cute Kids”, medium – Association of Confectionery Enterprises “Solodkyi Svit” (“Sweet World”), large – Turboatom JSC, by means of research methods: theoretical generalization, system approach, expert estimation method. Results. The work results are the development of methodological approach to evaluating the effectiveness of the marketing department in the process of business management at the enterprise, taking into account the enterprise value and brand value for large industrial enterprises, the peculiarity of which is the ability to investigate the relationship between the effectiveness of the development of the marketing department (organizational and managerial aspect) and the performance of its divisions (economic aspect) and take into account the identified causal relationships in the process of enterprise activity. The system for evaluating the performance of the marketing department, taking into account enterprise value and brand value, involves two levels of assessment: the first one allows determining its performance in general, that is, the effectiveness of its development, the second one takes into account the specifics of divisions of this department of the enterprise and allows determining their performance according to individual results, that is, the effectiveness of divisions, which is reflected in the basic social and economic performance indicators of the enterprise. The effectiveness of the development of the marketing department is evaluated using the following indicators: development trend ratio, marketing efficiency ratio, management process productivity ratio, division productivity ratio, and executive efficiency ratio. The calculation is based on individual indicators: an integral indicator of the effectiveness of the development of the marketing department, which is calculated by the normalized part of the indicators for additive convolution, taking into account their ratios of significance, and by performance indicators of marketing research division (sales volume, market share, building market strength), the work of the business development division is evaluated using indicators (“corporate image”, “enterprise competitiveness”, “profit”, “consumer readiness”, “partner’s business attractiveness”), communication division (trade turnover, information base update, development of partner relations, brand value), which are interrelated, interdependent, reveal the essence of determining the performance of the marketing department at different angles, allow justifying the adjustment of certain aspects of marketing development at the enterprise, and are calculated as arithmetic mean values of performance indicators of the divisions. Conclusions. Practical approbation of the proposed approach is presented on the example of large industrial enterprise named Turboatom JSC and confirms the practical value of the worked out approach to evaluating the performance of the marketing department in the process of managing the activities of an industrial enterprise, taking into account enterprise value and brand value.
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Zhang, Yun, Xiaogang Chen, Xinhui Liu, and Nan Zhu. "Exploring trust transfer between internet enterprises and their affiliated internet-only banks." Chinese Management Studies 12, no. 1 (April 3, 2018): 56–78. http://dx.doi.org/10.1108/cms-06-2017-0148.
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Purpose With the development of information technology, there is a growing trend for internet enterprises in China to launch internet-only banks. This paper aims to explore how the brand trust in an internet enterprise is transferred to the initial trust in its affiliated internet-only bank and how such transfer affects adoption behavior of potential internet-only banking users. Design/methodology/approach Data were obtained from online questionnaires via a well-known Chinese survey website and a popular Chinese social platform, which yielded 486 usable responses for the analysis. Partial least squares was used for testing hypotheses. Findings The results show that brand trust in the internet enterprise increases initial trust in its affiliated internet-only bank. This, in turn, enhances the adoption of internet-only banking. More importantly, these results show that brand trust in the internet enterprise transfers to initial trust in internet-only banking through performance expectancy and perceived risk. Further, the need for interaction moderates the relationship between brand trust and performance expectancy as well as the relationship between brand trust and perceived risk. Originality/value This study provides new insights into the mechanism by which trust is transferred between two affiliated business entities. The results of the study suggest several useful managerial implications for managing the internet-only banks.
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Yang, Jun, Rui Zheng, Ling Zhao, and Sumeet Gupta. "Enhancing customer brand experience and loyalty through enterprise microblogs." Information Technology & People 30, no. 3 (August 7, 2017): 580–601. http://dx.doi.org/10.1108/itp-09-2015-0219.
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Purpose As the social media platform becomes an ever more important communication channel between company and customer, companies are learning how they can best utilize social media to better communicate their brands with customers. The purpose of this paper is to explore the communication tactics adopted by the enterprise microblogs using a communication framework. Further, the authors hope to find out how these communication tactics influence customer brand experience (BE) and subsequently brand loyalty. Design/methodology/approach First, to identify the communication tactics used by enterprise microblogs, the authors recruited six active microblog users and listed all possible characteristics of enterprise microblogs that could increase customers’ fondness for the brand. Second, based on the listed 19 characteristics and existing theories, the authors pre-classified and conceptualized the content and style tactics categories. The authors also followed a sorting procedure to verify our classification. Finally, based on the sorted characteristics and previous research, the authors designed a questionnaire and 459 sets of valid data were collected from enterprise microblog users. Findings The communication tactics are classified into two dimensions, namely content tactics and style tactics. The content tactics include content diversity, content accuracy and content timeliness, and the style tactics include impression enhancement style and interactivity enhancement style. The results reveal that the communication content and style tactics significantly enhance overall customer BE and further brand loyalty. The study results also show that style tactics exert more influence on BE than content tactics. Originality/value This paper highlights the company’s important role in company-customer communication on social media, and categorizes the effective communication tactics used by the enterprise microblog within a communication framework. Companies could build brand loyalty by enhancing users’ BE using effective communication. The communication perspective and measures of the communication tactics in this study provide an ideal background for future research on IT-based company-customer interaction.
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Zhiwei, Lu. "Research on brand Positioning Validity in Xiaomi enterprise Management." E3S Web of Conferences 253 (2021): 03060. http://dx.doi.org/10.1051/e3sconf/202125303060.
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With the development of market economy, fierce competition has penetrated into every aspect of the society. In the past, Chinese companies have gained a large market share by relying on the price advantage of low-priced products. However, in recent years, labor costs have been rising, environmental damage has become more serious, and independent innovation is very important in enterprise management. All these mean that what is important now is not to find ways to reduce the cost of products, but to find ways to optimize enterprise management strategy. Therefore, in the process of enterprise management, brand positioning is particularly important. First of all, on the basis of literature research, this paper puts forward two brand positioning measurement indexes, namely consistency and brand positioning performance: consistency is mainly used to test the expectations of the enterprise design image and it fits the customer image, and brand performance is mainly from the customer perspective to examine the effects of brand positioning, or used to measure the consumers' brand loyalty. Secondly, this paper selects Xiaomi as a case for empirical study, and conducts questionnaire distribution and data collection and analysis based on the case of xiaomi's enterprise management. Finally, this paper uses SPSS software to analyze the data collected to verify the consistency of brand positioning and brand positioning performance of Xiaomi in enterprise management, and also to verify the positive correlation between the two. The investigation of this paper finally confirms the validity of brand positioning of Xiaomi's enterprise management process, and also shows that the designed indicators are reasonable.
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Nadiia, VEDMID, BOIKO Marharyta, and ROMANCHUK Liudmyla. "BRAND CONCEPT OF A RESORT AND RECREATIONAL ENTERPRISE." Herald of Kyiv National University of Trade and Economics 135, no. 1 (February 24, 2021): 53–66. http://dx.doi.org/10.31617/visnik.knute.2021(135)04.
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Background. Brand formation of a resort and recreational enterprise is a key factor of success and competitive advantage. The socio-economic development of the destination, its investment attractiveness and the development of an export-oriented model of the resort and recreational sphere depend on the strength of the brand’s influence. This significant scientific aspect requires a theoretical substantiation of the brand concept of a resort and recreational enterprise and the study of the basic of its formation. The aim of the article is to study the methodological foundations of the brand concept of the resort and recreation enterprise, taking into account the key features of the resort and recreation service, which will increase brand awareness, provide reliable information to consumers, the resort and recreation company will balance supply and demand especially during periods of seasonal fluctuations. Materials and methods. The theoretical and methodological basis of the article are theoretical and analytical-applied researches of Ukrainian and foreign scientists on branding, as well as statistical data of international organizations, UNWTO, GWI, the State Statistics Service of Ukraine, statistical and financial reporting of resort and recreational enterprises, etc. Such scientific methods and approaches as system, analysis and synthesis, comparison, graphic have been used in the research. Results. Definitive analysis of the essence of the brand concept has showed that the concept covers key ideas and essence, it is irrational, it is transmitted non-verbally and it is a guide for consumers in the market environment. Functional attributes of resort and recreational services are a consequence of interpenetration of features of resort, hotel and recreational services. The brand of the resort-recreational enterprise must transmit information about the resort and recreational service as a set of services aimed at providing medical, health, rehabilitation, valeological, recreational and animation services. Taking into account the phenomenon of diffusion is associated primarily with the reflection in the brand of the enterprise of the complexity of the signs of resort and recreational services. The concept of a diffuse brand of a resort and recreational enterprise should reflect a suggestive and marketing approach to brand formation. Conclusion. Diffuse brand is an indicator that reflects the multifunctional of the resort and recreational service and broadcasts relevant information about its consumer characterristics. Disclosure of the concept of the brand of the resort and recreational enterprise through a diffuse brand is a marker of the effectiveness of marketing activity of the resort-recreational enterprise in differentiating marketing communication channels to address potential customers and stimulate sales of resort and recreational services. Keywords: concept, resort and recreational enterprise, resort and recreational service, diffusion, diffuse brand of a resort and recreational enterprise.
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Troyan, V. I., and A. S. Braslavska. "Brand Management Strategies as Components of Brand Management." Business Inform 11, no. 526 (2021): 446–51. http://dx.doi.org/10.32983/2222-4459-2021-11-446-451.
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The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities to adapt entrepreneurial structures to the changes that are taking place. Among the main reasons that encourage companies to optimize business processes, one can allocated the need to reduce production costs; requirements made on the parts of consumers and the State; use of management programs; mergers of enterprises. Due to the significance of such an asset of an enterprise as a brand, its exceptional role in ensuring the competitiveness of the company the application of branding from the standpoint of business processes is an effective instrument that contributes to more efficient use of technologies. It is also one of the most effective marketing technologies that increase the competitiveness of the company, assist in the formation and maintenance of consumer demand and loyalty to the products of companies. The high need for marketing management of brands in the market is determined by their considerable range and intensity of goods turnover, the volume of purchases and maximum dependence on the preferences of the consumer. The dependence of the results of the company’s economic activity on brand management decisions for relatively new market segments appears to be especially high. Currently, companies partially implement brand management procedures such as the formation of brand identity, the construction of its architecture, the development of comprehensive brand promotion programs. At this, the problems of positioning the categories of goods, harmonization of brand management in the channels of movement of goods, taking into account the industry specification in brand management, remain essential.
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Hu, Chun Sen, and Guan Fang Yu. "Study on the Problems and Countermeasures of the Third Party Logistics Development of Jiangxi Road Passenger Transportation Enterprises." Advanced Materials Research 1079-1080 (December 2014): 1216–19. http://dx.doi.org/10.4028/www.scientific.net/amr.1079-1080.1216.
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Faced with ordinary train speed, inter city train and high-speed rail started to use, increasing private cars, the development of the aviation Spur Line of road passenger transport companies and to road passenger transport based integrated road transport companies have to develop new business areas looking for new economic growth point to enhance enterprise competitiveness in the new environment. Road passenger transport enterprises have road transport vehicle management experience, but also a good resource advantages of regional social, site, brand, network, etc., So the development of logistics has become the first choice of many such enterprises. With the development of logistics in Jiangxi road passenger transportation enterprise's background, current situation, development of the logistics of the road passenger transportation enterprises in the existing problems, puts forward the countermeasures, make accurate positioning, clear direction; a sound system, innovation mechanism; build a platform, tamp foundation; intensive and meticulous farming, create brand, actively develop the third party logistics, a comprehensive modernization
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Zhang, Chengran. "The Application of Public Relations in Modern Enterprise Management." Frontiers in Business, Economics and Management 3, no. 1 (January 13, 2022): 9–12. http://dx.doi.org/10.54097/fbem.v3i1.222.
Повний текст джерелаАнотація:
With the development of global economy and society, public relations, as a new management discipline, is more and more applied to enterprise management. At the same time, the definition of public relations in the development process has always been different, each definition explains the characteristics of public relations from different aspects. Therefore, it is particularly important to discuss the role of public relations in enterprise management. Combined with the actual case analysis, public relations in enterprise management can not only build a good image for enterprises, can help enterprises deal with the crisis through difficulties, but also can coordinate the relationship between enterprises and the public.with the development and progress of modern enterprises, public relations is no longer an activity mode of external publicity, but an indispensable management mode in the process of continuous development of enterprises. The scientific management of public relations can not only create a successful brand for the enterprise, but also pave the way for the scientific management within the enterprise, and reasonably regulate the relationship between the enterprise and the outside society, as well as the relationship between the enterprise employees. This paper discusses the application of public relations in enterprise management.
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Jones, Paul, Joanne Scherle, David Pickernell, Gary Packham, Heather Skinner, and Tom Peisl. "Fool's Gold? The Value of Business Awards to Small Businesses." International Journal of Entrepreneurship and Innovation 15, no. 2 (May 2014): 89–100. http://dx.doi.org/10.5367/ijei.2014.0151.
Повний текст джерелаАнотація:
This study explores the value and impact that small and medium-sized enterprises (SMEs) derive from winning business awards. Value and impact are explored in terms of enhanced profitability and performance, network development, enterprise profile and brand identity. This study employs a case study methodology with 10 SMEs drawn from a major business awards competition. Key staff were interviewed in these SMEs to explore the impact of winning the business award on the internal and external business environments. Additional organizational documentation and evidence were also collected from each SME. The results indicate both short-term and long-term impacts. In the short term, enterprises benefited in terms of enhanced brand identity in their business network and community. This resulted in enhanced sales revenue and enterprise profile. Moreover, internally, winning an award acted as a motivator for enterprise employees, enhancing their productivity and attitudes towards the business. In the longer term, these factors became less apparent, but the majority of respondents continued to exploit their business award for ongoing strategic advantage.
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Liang, Ruoyu, Linghao Zhang, and Wei Guo. "Investigating active users’ sustained participation in brand communities." Kybernetes 48, no. 10 (November 4, 2019): 2353–72. http://dx.doi.org/10.1108/k-08-2018-0439.
Повний текст джерелаАнотація:
Purpose Members’ sustained participation positively influences success of brand community. Although scholars have confirmed the effects of social capital on continuance intention in third-party hosted communities, little work has been done to explore these relationships in context of enterprise-sponsored brand communities, especially, the precursors of active members’ sustained participation in such context is still unclear. Besides, how to recognize active users with high precision and coverage remains an open question. Therefore, this paper aims to propose a novel method to identify active users effectively and investigate the antecedents of their continuance intention from perspective of social capital in enterprise-sponsored brand community. Design/methodology/approach This work established several social networks based on the information of Xiaomi smartphone forum users’ posts and feedbacks. Node centrality (out-degree) analysis was adopted to identify the users with high degree of active in these networks, and then behaviour analysis was performed to exclude the community managers from the group of active users. Finally, a research model was proposed based on the theory of social capital. It was tested by applying partial least squares technique, and the data were collected from a survey of members (n = 327) of Xiaomi forum. Findings The empirical results showed that the proposed method can recognize the active users effectively. Additionally, social tie, identification, trust and shared vision were proved to be significant predictors of active users’ continuance intention in the context of enterprise-sponsored brand community. Originality/value This paper contributes to the information system usage literature and provides opinions regarding how social capital influence active users’ sustained participation in enterprise-sponsored brand community. Besides, this work proposed a novel method to identify active users, which will be useful to assist enterprises to improve their community management.
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Song, Xuge. "Research on Enterprise Digital Innovation, Consumer Digital Technology Readiness and Purchase Intention." E3S Web of Conferences 275 (2021): 03080. http://dx.doi.org/10.1051/e3sconf/202127503080.
Повний текст джерелаАнотація:
With the development of digital technology, we have entered the digital age. Under the background of digital age, brands have to follow the trend of digitization. How to build and develop brands has become an important research. Most scholars research on brand building and development from the perspective of enterprises, while this research explores the impact of consumer technological readiness on purchase intentions in the digital context from the perspective of consumers. According to the findings of this study, consumers with high technological readiness hold an optimistic and innovative attitude towards digital technology, so they are willing to accept and try new products or services produced by the brand’s application of digital technology, and increase their willingness to buy brands; for consumers with low technical readiness, they have doubts and distrust of digital technology and have low driving belief, and their purchase intention is reduced for new products produced by brand application of digital technology. Digital technology has a favorable impact on the economic growth of enterprises. The application of digital technology greatly improves the production efficiency of enterprises and saves energy consumption for enterprises. Therefore, the growth of digital economy also brings benefits to energy-saving economy.
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Romanenko, Y. A., and I. V. Chaplay. "THEORETICAL AND METHODOLOGICAL FOUNDATIONS SUBSYSTEM BRAND MANAGEMENT AT THE ENTERPRISE." SCIENTIFIC BULLETIN OF POLISSIA 2, no. 2(10) (2017): 156–63. http://dx.doi.org/10.25140/2410-9576-2017-2-2(10)-156-163.
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Qi, Yue, Hao Qi, Xu Dan Zhou, and Shao Jian Li. "The Inheritance and Innovation of Historic Brand in Web Design." Applied Mechanics and Materials 687-691 (November 2014): 2419–22. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.2419.
Повний текст джерелаАнотація:
Establishing enterprise web page in the field of multimedia is a direct route to consumer, we can get more product information, can add more value to the brand of the enterprise. When Web Pages successfully are established, it can increase the new value of enterprise historic brand, modern web design is an effective way of accessing to consumer information.
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Liu, Li Jun, Nan Qiao, Xiao Peng Li, and Min Feng. "The Analysis of Fashion Buyers’ Development in Clothing Industry of China." Advanced Materials Research 331 (September 2011): 735–39. http://dx.doi.org/10.4028/www.scientific.net/amr.331.735.
Повний текст джерелаАнотація:
Buyer-based clothing brand is a new type of brand operating mode. Fashion buyers as the core of the new mode influence the circulation of products. This paper aims to find the role of fashion buyers in helping the brand development for the enterprise. This paper reveals the evolution rules of clothing fashion buyers and discusses its basis characteristics, compares the development of fashion buyers at home and abroad. It suggests the basic knowledge for fashion buyers and ways to improve their comprehensive abilities. Finally it puts forward measures to promote the sound development of brands by making the buyers system perfect.
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Wang, Wei, Wen Ting Yang, Gui Xian Ye, and Jun Lan Sun. "The Establishment of Enterprise Information Systems Based on Computer Network." Applied Mechanics and Materials 687-691 (November 2014): 1810–13. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.1810.
Повний текст джерелаАнотація:
Enterprise information system is based on the condition of the computer network technology information platform. It has an important value for enterprises to enhance its brand influence, enhance customer management, promote the development of e-commerce processes, promote enterprise management level, adapt to the current situation of information and other aspects of economic development. There are some problems in the current enterprise information system construction. The current information system should make scientific plan, expand information systems development space, play a catalytic role in the government promote, emphasis on information security, strengthen of human resources and team building starting implementation of enterprise information systems building strategy.
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Odoom, Raphael, George Cudjoe Agbemabiese, Thomas Anning-Dorson, and Priscilla Mensah. "Branding capabilities and SME performance in an emerging market." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 473–87. http://dx.doi.org/10.1108/mip-08-2016-0138.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and performance. It also examines the hypothesized relationship effects across manufacturing and service-based enterprises. Design/methodology/approach The study uses data from 384 small- and medium-sized enterprises (SMEs) within an emerging market setting. Moderated hierarchical regression was used to examine the theoretical interrelationships between branding capabilities and enterprise performance within the boundaries of regulations. Findings Results from the study suggest that both internal and external branding capabilities positively affect enterprise performance. However, the effect is confounded as brand regulations attenuate the relationship between enterprises’ branding capabilities and performance. Varying outcomes across manufacturing and service-based enterprises are also assessed. Originality/value The study suggests that policy makers should review regulations on businesses, particularly those relating to the small business sector. Regulations that ameliorate activities of SMEs should be implemented to promote existing enterprises, and attract new ones for industrialization in emerging markets. The findings provide evidence for issues of potential research and managerial interest, with implications for both policy makers, small business owners and the academic community.
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YUE, DONG, and ALINA BRYCHKO. "COMPETITIVENESS OF PRODUCTION AS A DETERMINING FACTOR OF EFFECTIVE MANAGEMENT OF THE ENTERPRISE IN MARKET CONDITIONS." Ekonomìka ta upravlìnnâ APK, no. 2(151) (December 16, 2019): 67–75. http://dx.doi.org/10.33245/2310-9262-2019-151-2-67-75.
Повний текст джерелаАнотація:
Production management is the main meaning of enterprise in production and management. Good production management can improve the efficiency of companies working, effectively manage the information of production process, and improve the overall competitiveness of enterprises. The production competition is the one of main task of the enterprise and the reason for it to survive in the fierce market economy competition. An enterprise that stands out from the market is recognized by the public and accepted by consumers, relying not only on the brand shaping of the enterprise, but also on the competitiveness of the enterprise's product production. To provide high-quality products and sufficient inventory for consumers and society has become an important factor for enterprises to base themselves on the market. The main aim of this article is to attract the attention of enterprise managers in the market and determine factors of effective management of the enterprise. Also in our research, we discuss competitiveness of production as a determining factor of effective management of the enterprise in market conditions. There are many factors that affect enterprises to gain competitive advantage. They are summarized as follows: production management cost, quality, flexibility, time, service and environmental protection. We discuss the characteristics of enterprise from the two aspects of the production and operation of the output factors management and the environmental element management: how to improve the production and operation management so as to improve the competitiveness of the enterprise. The thought method of the advanced production and operation management, the enterprises constantly inspect and improve the defects existing in the production and operation system in order to provide the market with a low price in time. High quality and diverse products or services, occupying a larger market share. The managers of the enterprise attach importance to the production competition, which is the first step in the operation of the enterprise, which will help the enterprise to stand in the invincible position. The prospects for further research in this area are related to increase the competitiveness and efficiency of enterprise management by introducing a set of measures to improve product quality. Key words: competitiveness of production; market conditions; production management, effective management; enterprise; competitive advantage.
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Gomez, Edmund Terence, and Wong Yee Tuan. "Family Firms and Brand Products in Malaysia: Originality, Productivity and Sustainability." Copenhagen Journal of Asian Studies 32, no. 1 (September 11, 2014): 76–98. http://dx.doi.org/10.22439/cjas.v32i1.4597.
Повний текст джерелаАнотація:
Two key questions in Malaysia's corporate history have not yet been answered. Why is it that only a small number of family firms produce brand products? Why has none emerged as a major publicly listed enterprise? This study employs concepts from family business literature as well as Alfred Chandler, Jr's business history approach to answer these questions. A blend of conceptual tools from these two bodies of literature offers insights into the evolution of these brand product family firms. By adopting this approach, this study reveals that the core issues requiring scrutiny are an enterprise's volume of investments in research and development, a skilled managerial team and an effective marketing technique. Other issues include the need for a sound succession plan and a focus on a horizontal form of enterprise development. This article also reviews the capacity of the state to enable as well as hamper the rise of domestic brand product firms.