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首页> 外文期刊>World review of science, technology and sustainable development >Role of technology in brand management of Indian SMEs: an exploratory study
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Role of technology in brand management of Indian SMEs: an exploratory study

机译：技术在印度中小企业品牌管理中的作用：一项探索性研究

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摘要

Present study aims to explore the impact of technology development in increasing brand performance along with considering market orientation and innovative culture of the organisation in Indian small and medium enterprises context. An exploratory study is conducted through structured questionnaire in Indian small and medium enterprises belonging to manufacturing sector. To find out the inter-relationships among the variables of the study, decision-making trial and evaluation laboratory (DEMATEL) method is employed. The result shows that market orientation, innovative culture and technology development affects the brand performance of SMEs. Market orientation and innovative culture are found the net causing factors. Technology development and brand performance are belonging to effect group. For better competitive advantages and business performance, managers of the firm can be able to establish synergy across the organisation by focusing on the market and by building innovative culture in the firm through their learning capabilities.
机译：本研究旨在探讨技术发展对提升品牌绩效的影响，并考虑印度中小企业背景下的市场定位和组织的创新文化。通过结构化调查表对印度制造业的中小型企业进行了一项探索性研究。为了找出研究变量之间的相互关系，采用了决策试验和评估实验室（DEMATEL）方法。结果表明，市场导向，创新文化和技术发展会影响中小企业的品牌表现。找到市场导向和创新文化的根本原因。技术发展和品牌表现均属于效应集团。为了获得更好的竞争优势和业务绩效，公司经理可以通过专注于市场并通过他们的学习能力在公司中建立创新文化，从而在整个组织中建立协同作用。

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