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Description of Show Us What You've Got |
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, owner/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.
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About Gillian Horan, Siobhan D. Tiernan (Editor) and Michele O'Dwyer (Editor) |
Gillian Horan is a Lecturer in Marketing and Entrepreneurship and works as a private consultant. Gillian's subject areas incorporate marketing, branding, and entrepreneurship. Her continuing close links with industry support her interest in researching the importance and relevance of branding in SMEs, innovation in SMEs and service marketing. Dr Michele O'Dwyer is a Lecturer in Entrepreneurship at the Kemmy Business School University of Limerick. Her research and publication interests include: Innovative Marketing; SME Marketing; Innovation; New Product Development and Strategic Alliances.
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