Strategic and Operational Perspectives of SME Brand Management: A Typology
构建了一个中小企业品牌管理的类型学，从战略重点（内部或外部）和品牌管理能力（强或弱）两个维度，划分出四种品牌管理类型，帮助中小企业主管理者制定合适的战略和流程以提升绩效。
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.