Brand Management and Innovation in Mexican Small Business

The paper must have abstract not exceeding 200 words. Brand management is considered in the current literature of marketing as one of the most important business strategies and it is a relatively new topic that is increasing its adepts among researchers, scholars, and professionals in the field of m...

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Bibliographic Details
Published inAdvances in management and applied economics Vol. 9; no. 1; pp. 31 - 45
Main Authors Maldonado-Guzmán, Gonzalo, Marín-Aguilar, José Trinidad, Gutiérrez-Quijano, Adriana
Format Journal Article
LanguageEnglish
Published Athens Scientific Press International Limited 01.01.2019
Subjects
Alliances
Brand image
Brand management
Communication
Competition
Competitive advantage
Consumers
Developing countries
Economics
Innovations
LDCs
Manufacturing
Market strategy
Marketing
Packaged goods
Product development
Researchers
Small business
Strategic management
Mexico
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Summary:The paper must have abstract not exceeding 200 words. Brand management is considered in the current literature of marketing as one of the most important business strategies and it is a relatively new topic that is increasing its adepts among researchers, scholars, and professionals in the field of marketing since brand management allows organizations more and better results as well as to increase innovation activities. However, despite the importance of brand management and innovation, there are relatively few investigations focused in the analysis and discussion of the relation between both construct. That is why it is necessary to produce more research papers that provide empirical evidence of the effects of brand management in innovation. For this reason the main goal of this empirical investigation is the analysis and discussion of the effects of brand management in the innovation of small enterprises. The results obtained show that the brand management of products or services of small enterprises have positive, significant effects in the innovation activities carried out by small enterprises.
ISSN:1792-7544
1792-7552