Значение бренда, идентичность организации и репутации для успеха малых и средних предприятий. Ресурсный подход
Абимбола Т., Косак А.

Введение;
Предпринимательство / маркетинг и брендинг предпринимателей и компаний малого и среднего бизнеса;
Исследовательский вопрос и методология;
Выборка и результаты;
Теоретическое обоснование;
Понятие бренда;
Понятие репутации;
Понятие идентичности организации;
Обсуждение итогов;
Выводы и рекомендации для руководителей;

Ключевые слова: компании малого и среднего бизнеса, бренд-менеджмент, предпринимательство, Великобритания

Аннотация

Цель публикуемого исследования состоит в выявлении связанных с брендом и репутацией факторов, которые отличают успешные малые и средние предприятия от их более крупных конкурентов. Эти факторы позволяют построить теоретическую модель (ресурсный подход), демонстрирующую роль бренда, идентичности организации и репутации в условиях экономики, основанной на знаниях. Основные данные были получены в ходе всесторонних интервью в ряде компаний, расположенных в Стаффордшире / Уэст-Мидлендсе (Великобритания).

Журнал: «Реклама. Теория и практика» — №5, 2011 (© Издательский дом Гребенников)
Объем в страницах: 13
Кол-во знаков: около 32,481

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Абимбола Теми

Адъюнкт-профессор маркетинга, Уорикская школа бизнеса, Уорикский университет.

Ковентри, Великобритания

До защиты диссертации работала в компаниях Shell UK (Downstream Oil) и Unilever Plc. Основатель и координатор группы по интересам «Бренд, идентичность и корпоративная репутация». Региональный председатель Академии маркетинга в Мидлендсе и Восточной Англии.

Другие статьи автора 2

Косак Акин

Доктор философии, старший преподаватель маркетинга на факультете политологии Университета Анкары.

Анкара, Турция

В числе научных интересов — взаимодействие между маркетингом и предпринимательством, маркетинговые стратегии для компаний малого и среднего бизнеса. Обладатель награды Fulbright Scholar (Сиракузский университет, 2005–2006 гг.), автор публикаций в различных журналах, активный участник профессиональных конференций.