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dc.contributor.authorDu Plessis, Andries
dc.contributor.authorIndavong, Somchay
dc.contributor.authorMarriott, Jeff
dc.description.abstractBrand management is a means to building a strong brand and enhancing business performance. This research project aimed to investigate how brand management is exercised in SMEs in Laos especially in the handicrafts sector and to identify obstacles in building a successful brand for the SMEs. This study employed a semi-structured interview as a data collection method for a qualitative research approach. A total of 10 participants were interviewed in Laos. The study has found that SMEs in Laos create their brand identity through the visions and values of business owners. Unique and quality of the products and the country of origin are the key aspects for building and developing brand identity. A majority of the SME entrepreneurs do not have particular knowledge relating to branding and brand management. The SMEs still face a number of difficulties when creating, developing and managing their brands due to a scarcity of budget and a lack of human resources.en_NZ
dc.publisherWorld Business, Finance and Management Conference (WBFAMC)en_NZ
dc.rightsAll rights reserveden_NZ
dc.subjectLao PDRen_NZ
dc.subjectsmall and medium-sized enterprises (SMEs)en_NZ
dc.subjecthandicraft industryen_NZ
dc.titleSME brand management : a lack of business skills, financial support and human resourcesen_NZ
dc.typeConference Contribution - Paper in Published Proceedingsen_NZ
dc.rights.holderWorld Business, Finance and Management Conference (WBFAMC)en_NZ
dc.subject.marsden150308 International Businessen_NZ
dc.subject.marsden150503 Marketing Management (incl. Strategy and Customer Relations)en_NZ
dc.subject.marsden150314 Small Business Managementen_NZ
dc.identifier.bibliographicCitationDu Plessis, AJ., Indavong, S., & Marriott, JR. (2015, December). SME brand management: A lack of business skills, financial support and human resources WBFAMC (Ed.), World Business, Finance and Management Conference : Research for progress. Proceedings (pp.11-17 Paper 428).en_NZ
unitec.institutionUnitec Institute of Technologyen_NZ
unitec.publication.volumePaper 428en_NZ
unitec.publication.titleWorld Business, Finance and Management Conference : Research for progress WBFAMC 2015en_NZ
unitec.conference.titleWorld Business, Finance and Management Conference : Research for progress WBFAMC 2015en_NZ
unitec.conference.orgWorld Business Institute (Australia)en_NZ
unitec.conference.orgLondon Academic Research and Publication (UK)en_NZ
unitec.conference.orgAmerican Research and Publication (USA)en_NZ
unitec.conference.locationRendezvous Grand Hotel, Auckland, New Zealanden_NZ
dc.contributor.affiliationUnitec Institute of Technologyen_NZ
unitec.institution.studyareaManagement and Marketing

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