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    SME brand management : a lack of business skills, financial support and human resources

    Du Plessis, Andries; Indavong, Somchay; Marriott, Jeff

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    WBER Andr Chay Jeff paper '15 V2.pdf (303.7Kb)
    Date
    2015-12
    Citation:
    Du Plessis, AJ., Indavong, S., & Marriott, JR. (2015, December). SME brand management: A lack of business skills, financial support and human resources WBFAMC (Ed.), World Business, Finance and Management Conference : Research for progress. Proceedings (pp.11-17 Paper 428).
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/3377
    Abstract
    Brand management is a means to building a strong brand and enhancing business performance. This research project aimed to investigate how brand management is exercised in SMEs in Laos especially in the handicrafts sector and to identify obstacles in building a successful brand for the SMEs. This study employed a semi-structured interview as a data collection method for a qualitative research approach. A total of 10 participants were interviewed in Laos. The study has found that SMEs in Laos create their brand identity through the visions and values of business owners. Unique and quality of the products and the country of origin are the key aspects for building and developing brand identity. A majority of the SME entrepreneurs do not have particular knowledge relating to branding and brand management. The SMEs still face a number of difficulties when creating, developing and managing their brands due to a scarcity of budget and a lack of human resources.
    Keywords:
    Lao PDR, small and medium-sized enterprises (SMEs), branding, marketing, handicraft industry
    ANZSRC Field of Research:
    150308 International Business, 150503 Marketing Management (incl. Strategy and Customer Relations), 150314 Small Business Management
    Copyright Holder:
    World Business, Finance and Management Conference (WBFAMC)
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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