Raising awareness of a brand strategy by a high tech SME manager: The effect of previous practice and felt needs

The article richly describes how previous practice and felt needs affect a brand strategy adoption by high tech SME managers and suggests courses of action to be taken by stakeholders to promote competitiveness of high tech SME companies.

Abstract: Despite the common knowledge that we live in a branded world, not all industries have found brands. In the present study I examined how previous practice and felt needs affect when a high technology (high tech) Small and Medium sized Enterprise (SME) manager raises his/her awareness of a brand strategy. Qualitative data was collected from personal face-to-face in-depth interviews in the USA and in Finland. The findings richly describe the very early stage of a brand strategy adoption process in high tech SME context. The findings suggest several courses of action to be taken by academic and industrial experts, public organizations and communities in order to allocate resources for high tech SME companies for finding means to compete and succeed.  The findings encourage high tech SME managers to acquire more knowledge on branding in order to fully assess its advantages. The theoretical contribution of the present study to branding theories is in the context perspective. This paper differentiates the impact of the new marketing phenomena on commencing and adopting a brand strategy. This paper also contributes to high tech marketing and SME brand management theories by increasing theoretical understanding of how previous practice and felt needs affect a brand strategy adoption.

Keywords: brand strategy, adoption, high tech marketing, SME

Author:

Heidi Neuvonen, JAMK University of Applied Sciences, School of Business, Rajakatu 35, 40200, Jyväskylä, Finland, heidi.neuvonen (at) jamk.fi

See the video interview of the author here.

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URN

http://urn.fi/urn:nbn:fi:jamk-issn-2341-9938-2

7 Comments

  1. The awareness of branding in SME is become essential in todays competitive market , The awareness of branding can be achieved by rational marketing techniques and by economy of scale at a same time for example if a new company is going to launch in market it must have high marketing differential products and economy of scale to attract the customers and gain the attention of brand awareness among customers.

  2. Brand effect has a strong effect on small and medium-sized enterprises. Small and medium-sized enterprises should build up their own brand to put themselves into the whole market.

  3. In some countries there are highly innovative HT-companies but they lack support and stay isolated: innovations are not guided to serve for example local needs what could lead into SME´s adaptation of changing markets/technologies. Some government have specified programs what aim to boost SME´s, which I consider as good effort because some managers can indeed lack in strategic planning when thinking of long term development and possible growth.

  4. I gained quite a lot from your research. The most important learning point for me is that the fact that high tech mangers should as well find the common ground about marketing field in order to create the best brand strategy and awareness for their companies and products.

  5. I gained quite a lot from your research. The most important learning point for me is that the fact that high tech manger should as well find the common ground about marketing field in order to create the best brand strategy and awareness for their companies and products.

  6. I`m really excited that all this articles are based on real information and feedback from real companies. Useful information for SME companies: how to become more successful and overcome challenges.

  7. There are more Small and Medium sized Enterprise in the world than big companies, so it’s very important to help them to develop their skills and their knowledge with special means.

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