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Branding Small Companies

Shaheen, George LU and Kyriakou, Christina LU (2013) BUSN39 20131
Department 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:
author
Shaheen, George LU and Kyriakou, Christina LU
supervisor
organization
course
BUSN39 20131
year
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},
  keyword      = {Small Companies,SMEs,Branding,Internal Branding,External Branding,Entrepreneur,Networks,Stakeholders,social media,Word-of-mouth},
  language     = {eng},
  note         = {Student Paper},
  title        = {Branding Small Companies},
  year         = {2013},
}