TY - JOUR
T1 - Exploring management perspectives of branding in service SMEs
AU - Horan, Gillian
AU - O'Dwyer, Michele
AU - Tiernan, Siobhan
PY - 2011/4
Y1 - 2011/4
N2 - Purpose: Branding in small companies is an emergent aspect of the literature which to date has been explored from the perspective of customers but not SME management. Increasing understanding of management perceptions of branding is essential, given the impact of the entrepreneurial personality on SME branding, the need to create sustainable value, the emphasis of differentiation, and nurturing the generation of growth. This paper seeks to enhance the understanding of brands in service small and medium enterprises (SMEs) from a management perspective. Design/methodology/approach: A qualitative case study method was undertaken with five SMEs in Ireland over a period of 18 months to understand the context specific implementation of branding from the perspective of the owner/manager. The research approach utilized in-depth interviews, historical data, and observation with diverse service SMEs to facilitate the theory building necessary for this study. Findings: The findings demonstrate that from a management perspective, branding in service SMEs is dominated by four variables; characteristics of the SME, the role of customer importance, the role of management and staff and brand equity. Additionally, the case SMEs noted the impact on their branding of budgetary constraints, procrastination, the desire for success and the influence of the owner/manager on change. Originality/value: While the importance of branding is well supported, service SME branding is an emergent area of the literature. This study explores management perspectives of branding in service SMEs culminating in a model of SME service branding.
AB - Purpose: Branding in small companies is an emergent aspect of the literature which to date has been explored from the perspective of customers but not SME management. Increasing understanding of management perceptions of branding is essential, given the impact of the entrepreneurial personality on SME branding, the need to create sustainable value, the emphasis of differentiation, and nurturing the generation of growth. This paper seeks to enhance the understanding of brands in service small and medium enterprises (SMEs) from a management perspective. Design/methodology/approach: A qualitative case study method was undertaken with five SMEs in Ireland over a period of 18 months to understand the context specific implementation of branding from the perspective of the owner/manager. The research approach utilized in-depth interviews, historical data, and observation with diverse service SMEs to facilitate the theory building necessary for this study. Findings: The findings demonstrate that from a management perspective, branding in service SMEs is dominated by four variables; characteristics of the SME, the role of customer importance, the role of management and staff and brand equity. Additionally, the case SMEs noted the impact on their branding of budgetary constraints, procrastination, the desire for success and the influence of the owner/manager on change. Originality/value: While the importance of branding is well supported, service SME branding is an emergent area of the literature. This study explores management perspectives of branding in service SMEs culminating in a model of SME service branding.
KW - Brand awareness
KW - Brands
KW - Ireland
KW - Service industries
KW - Small to medium-sized enterprises
UR - http://www.scopus.com/inward/record.url?scp=79955623121&partnerID=8YFLogxK
U2 - 10.1108/08876041111119831
DO - 10.1108/08876041111119831
M3 - Article
AN - SCOPUS:79955623121
SN - 0887-6045
VL - 25
SP - 114
EP - 121
JO - Journal of Services Marketing
JF - Journal of Services Marketing
IS - 2
ER -