Taking a deliberate approach: the enactment of brand orientation in an SME context

Author:

Hodge Nicole M.,McMullen Cathi,Kleinschafer Jodie

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Reference63 articles.

1. Abimbola, T., and A. Kocak. 2007. Brand, organization identity and reputation: SMEs as expressive organizations: A resources-based perspective. Qualitative Market Research 10(4): 416–430. https://doi.org/10.1108/13522750710819748 .

2. Ahonen, M. 2008. Branding—Does it even exist among SMEs. In Proceeding of the 16th Nordic Conference on Small Business Research (Vol. 202).

3. Alvesson, M. 2011. Interpreting interviews. Thousand Oaks, CA: Sage Publications Ltd.

4. Alvesson, M., and K. Skoldberg. 2009. Reflexive methodology. 2nd ed. Thousand Oaks, CA: Sage Publications Ltd.

5. Australian and New Zealand Wine Industry (ANZWI). 2014. Wine industry statistics. Australasia’s wine industry portal. http://www.winebiz.com.au/ . Accessed 8 Feb 2014.

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