Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely...

Purpose – This study proposes investigating the branding of small to medium‐sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory building research seeks further to understand branding from the perspective of the SME winery, and in doing so,...

Purpose – The purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms of international marketing strategy, financial...

This paper compares the promotional practices and perceptions between two countries of disparate cultural backgrounds, namely Australia and Hong Kong. The paper argues that the preference for a particular promotional tool is influenced by the degree of cultural orientation as measured by...

Identifies market segments for a category of business services, namely building maintenance services. Hitherto there has been little research on business service segmentation. Data has been collected through written surveys and analysed by factor analysis and cluster analysis. Although only one...

The purpose of this study is to explore why firms choose an export mode over a non-export mode. Based on the institutional and research and capability perspectives, a theoretical model incorporating brand orientation, commitment, experience, industry group and foreign market competition...

Purpose – Trust is the basis of business relationships. The purpose of this paper is to explore the antecedents of trust in the context of the relationship between shopping centre management and retail tenants, primarily from the retailer perspective, as a first test of trust in such...

The purpose of this paper is to examine whether strategic promotion management approach is relevant to the small independent retailers. To address this question, we contrasted the promotion approaches of 397 small independent stores and 115 large retailers. The data were collected from clothing...

Fashion retailing has evolved in response to opportunities and market pressures. It has been both reactive and proactive. For example, Palmer, in 2001, analyses what might be called a partnership between Canadian department stores and European couture houses in the 1950s. Her work affords a rare...