1、 1 中文 9400 字 ,5600 单词， 2.9 万英文字符 出处： Gustav Hgg and Niklas Jonsson. Brand building activities in Small Service Firms: A Qualitative Study on Swedish Real Estate FirmsD. Sweden. Halmstad School of Business and Engineering, Halmstad University,2010 Brand building activities in Small Service Firms: A Q
2、ualitative Study on Swedish Real Estate Firms Gustav Hgg, Niklas Jonsson Halmstad School of Business and Engineering, Halmstad University, Sweden Key words Branding, Organizational identity, Reputation, Small Firms, Service industry Abstract Brand building is a highly researched phenomenon when it c
3、omes to large enterprises in product oriented industries. However, when it comes to small firms and especially the service industry branding is a relatively new topic. This article explores the field of small service firms and their efforts in building their brand. The starting point rests on the cr
4、eation of an organizational identity which is the values and beliefs that concurrently creates the foundation for the firms internal procedures. The purpose of this study is to get an understanding on how small service firms build their brand. Therefore, this article uses a qualitative approach with
5、 multiple cases with responding firms ranging from 2 to 12 employees. This was done in the effort of finding patterns on how brand building is conducted in small service firms. The findings shows that brand building is an important aspect that small service firms place great efforts on Small firms A
6、ccording to Berthon et al. (2008) small and medium size enterprises are highly important in the society due to their contribution to the gross domestic product, national employment, and export performance to a country. Small firms are representing a majority of the firms in the market, for instance 98.2 percent of the European companies are to be found within the criteria of small to medium sized enterprises, which means that small firms with all respect can be seen as the engine of E
