The Brand Building Process and Management of SMEs-Based on Resource-Based Perspective

• Main Authors: Shu-I Kuo, 郭淑怡
• Other Authors: Ting-Ling Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/81107145896789212678

碩士 === 國立臺北大學 === 企業管理學系 === 96 === There are many unique SMEs in Taiwan, although they don’t have rich resources. They still can succeed build brand under limited resource and sale products in the world. When reviewing the SMEs and brand related literature, there is still little research about this theme. Therefore the purpose of this paper is to exploratory SMEs how to build brand under limited resource, and take this as foundation to discuss: 1. The background and motive of brand building is in SMEs. 2. The influence of resource and competencies on brand building process of SMEs. 3. SMEs encountered what problems during building brand process. 4. SMEs are how to build brand. According to literature, we first developed conceptual framework of brand building process in SMEs. We also adapted case studies by in-depth interviews with four manufacturers in the sports recreation and leisure industry. The analyese of these case companies were based on the primary material which obtained from interview and speech, the secondary materials collected from many ways. In the analytic process, we found entrepreneurship played an important role for building brand. We also found the market and industrial could affect brand building process, and the OEM, ODM, and OBM would interact to company’s competence. This research can offer practice way and be the reference when the SMEs want to build the brand in the future.