中小企业品牌建设和管理：探测研究[外文翻译.docVIP

毕业论文（设计）外文翻译 一、外文原文 原文 SME brand building and management: an exploratory study Brand management is an area where small- and medium-size enterprises (SME) studies have received little attention from researchers in spite of the fact that 95 to 99 percent of businesses are considered as SMEs world wide Although the literature on SMEs?marketing is well developed , this work does not touch upon branding. Additionally, a large amount ofresearch has been carried out on branding in the context of the large firm only Owing to their resource limitations and the owner/manager抯 powerful influence on decision making, small firms?behaviors follow different patterns than their larger counterparts when dealing with marketing issues.Moreover, in the present global competitive environment, especially in regards to consumer goods marketing, brands provide a differentiating statement and a competitive advantage if used appropriately. It is through the development of a specific brand identity that a company makes a brand unique and conveys its distinctiveness , leading to a positive brand image in consumers?minds, and ultimately to high brand equity. It has, however, been demonstrated that SMEs have so far put little emphasis on branding. Manufacturing SMEs are also subjected to increased international competition and need to find opportunities in foreign markets. There is evidence that a larger number of small businesses are expanding into foreign markets soon after their inception and they are mimicking large organizations?(LOs) strategies in various fields. Given the scant literature on SMEs?brand equity management and the inherent properties of these firms, the research question for this paper is: RQ1. How do SMEs, which are characterized by limited resources and an owner/manager focused decision-making process, create their brand identity and manage their brand equity locally and internationally?To investigate the research question, a comparative overview of the ma