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Strategic and Operational Perspectives of SME Brand Management: A Typology

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  • Simon M'zungu
  • Bill Merrilees
  • Dale Miller

Abstract

This paper seeks a holistic understanding of brand management in SMEs, incorporating both strategic and operational perspectives. The aim of the study is theory‐building, contributing a typology of SME brand management. The typology has two dimensions, namely a primary strategic focus (internal or external) and a brand management capability/operational capability (strong or weak). Four SME brand management types emerge: organization brand identity‐driven, operations‐driven, organization brand image‐driven, and opportunistic. The results have practical implications for SME owner–managers, who can utilize them for planning purposes, to develop the most appropriate strategic orientation and brand management processes to enhance the SME performance.

Suggested Citation

  • Simon M'zungu & Bill Merrilees & Dale Miller, 2019. "Strategic and Operational Perspectives of SME Brand Management: A Typology," Journal of Small Business Management, Taylor & Francis Journals, vol. 57(3), pages 943-965, July.
    • Handle: RePEc:taf:ujbmxx:v:57:y:2019:i:3:p:943-965
    DOI: 10.1111/jsbm.12387
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    Cited by:

    1. Abid Hussain & Muhammad Bilal & Sara Shabbir & Tanveer Illahi, 2021. "Mediating Role Of Mobile Banking Between Service Quality And Adaptive Performance Of Managers In Smes," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(2), pages 136-146.
    2. Abid Hussain & Sana Rashid & Sara Shabbir & Rizwan Qaiser Danish & Manzoor Ahmad Shah, 2021. "Mediating Role Of Productivity Between Performance Expectancy And Adaptive Performance Of Managers In Smes," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(3), pages 178-187.
    3. Zhang, Hengyuan & Yang, Yi & Xia, Chengcheng, 2023. "Flow and Ebb: Factors affecting SMEs to exit from the DRP market during pandemic," Journal of Business Research, Elsevier, vol. 154(C).

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