The impact of branding on SME performance
Resource-based view (RBV) theory states that firms that possess valuable, rare, imperfectly imitable and non-substitutable resources have the capacity to create sustained competitive advantage that translates to superior performance. Branding is an intangible asset that fits this criterion. It is th...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2016
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/55460/5/55460.pdf http://irep.iium.edu.my/55460/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|