Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A theory of brand‐led SME new venture development

A theory of brand‐led SME new venture development Purpose – The purpose of this paper is to understand how branding can facilitate small business development of new ventures. Design/methodology/approach – A conceptual approach was used for understanding branding in new ventures. A model with eight propositions has been developed and then validated using ten existing case studies of exceptional entrepreneurs. Findings – The key mechanisms proposed for branding to assist small business create new ventures include opportunity recognition, innovation, business model development, capital acquisition, supplier acquisition, customer acquisition, and success harvesting. Originality/value – The paper helps redress a relatively lack of research into small business branding. Previous research has mainly focused on small business brand management of existing ventures. The findings are readily translatable to small businesses launching new ventures. The paper extends the existing small business branding literature into a new domain, having a strong entrepreneurial character. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

A theory of brand‐led SME new venture development

Loading next page...
 
/lp/emerald-publishing/a-theory-of-brand-led-sme-new-venture-development-QCLVIhC0BX
Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750710819739
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to understand how branding can facilitate small business development of new ventures. Design/methodology/approach – A conceptual approach was used for understanding branding in new ventures. A model with eight propositions has been developed and then validated using ten existing case studies of exceptional entrepreneurs. Findings – The key mechanisms proposed for branding to assist small business create new ventures include opportunity recognition, innovation, business model development, capital acquisition, supplier acquisition, customer acquisition, and success harvesting. Originality/value – The paper helps redress a relatively lack of research into small business branding. Previous research has mainly focused on small business brand management of existing ventures. The findings are readily translatable to small businesses launching new ventures. The paper extends the existing small business branding literature into a new domain, having a strong entrepreneurial character.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Sep 11, 2007

Keywords: Small enterprises; Brands; Business formation; Business development; Entrepreneurialism

References