Branding Small Companies
(2013) BUSN39 20131Department of Business Administration
- Abstract
- The purpose of this study is to give a holistic view of small companies' branding process while taking to consideration the special characteristics as well as the marketing practices of this kind of companie. The findings of this study reveal that the branding process in small ventures is done both internally, where the role of the entrepreneur is emphasized, as well as externally where the participation of entrepreneur's network and company's stakeholders in branding the company was found to be important.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/3900818
- author
- Shaheen, George LU and Kyriakou, Christina LU
- supervisor
- organization
- course
- BUSN39 20131
- year
- 2013
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Small Companies, SMEs, Branding, Internal Branding, External Branding, Entrepreneur, Networks, Stakeholders, social media, Word-of-mouth
- language
- English
- id
- 3900818
- date added to LUP
- 2013-06-25 14:04:07
- date last changed
- 2013-06-25 14:04:07
@misc{3900818, abstract = {{The purpose of this study is to give a holistic view of small companies' branding process while taking to consideration the special characteristics as well as the marketing practices of this kind of companie. The findings of this study reveal that the branding process in small ventures is done both internally, where the role of the entrepreneur is emphasized, as well as externally where the participation of entrepreneur's network and company's stakeholders in branding the company was found to be important.}}, author = {{Shaheen, George and Kyriakou, Christina}}, language = {{eng}}, note = {{Student Paper}}, title = {{Branding Small Companies}}, year = {{2013}}, }