"Show us what you’ve got": Building and Managing Strong Brands in Ireland’s Service SMEs

ISBN-13: 9781443817257 / Twarda / 2010 / 210 str.

Brian Healy;Gillian Horan

Opis

Research has shown that entrepreneurship has a positive impact on productivity and competitiveness. In the face of the recent global downturn, the service sector remains a dominant force continuously creating a wealth of new jobs. Within this service sector, owners/managers are persistently building their brand and bringing positive branding experiences. This research addresses how owner/managers of Irish service small medium enterprises (SMEs) execute and manage brands. This is an area of study in its infancy and this book is a step towards providing evidence of the importance and relevance of branding to SMEs.