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Branding as a Competitive Strategy for Demand Management in SMEs

Temi Abimbola (Department of Marketing, UCE Business School, University of Central England)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 1 July 2001

3378

Abstract

The ability to predict future demand is a need that businesses work towards irrespective of their size. Creating a favourable competitive stance for firm’s output is also a crucial goal of businesses. These two goals are of particular importance for enterprises operating in an environment characterised by rapid changes, shortened lead‐times, and exponential innovative activities. This study aims to elaborate on branding as a marketing principle relevant to the entrepreneurial quest for stimulating demand and creating competitive advantage. It also aims to highlight the appropriateness of branding to SME practices and to identify relevant guidelines that SMEs could follow in building a successful brand.

Keywords

Citation

Abimbola, T. (2001), "Branding as a Competitive Strategy for Demand Management in SMEs", Journal of Research in Marketing and Entrepreneurship, Vol. 3 No. 2, pp. 97-106. https://doi.org/10.1108/14715200180001480

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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