Strategic Knowledge Management as a Competitive Means for Branding

ISBN-13: 9783848417155 / Angielski / Miękka / 2012 / 372 str.

Arash Najmaei

Opis

Much has been written about brands and branding. A Powerful brand is specifically important for SMEs. However, small firms do not have sufficient tools to develop strong brands. They instead have a flexible system for acquiring and utilizing knowledge. In this research we examine how these two systems i.e. strategic knowledge management system and branding interact. We develop and text a number of hypotheses using data from a survey of manufacturing firms in Malaysia.

O autorze

Arash Najmaei earned his MBA in Malaysia, he is a civil engineer and currently studying PhD of strategic management in Australia. He has taught strategic management and marketing management in a number of international schools. He has also been an active researcher and consultant publishing up to 40 papers.