Abstract
Brand and product developments are the cores for small and medium-sized enterprises (SMEs) to keep their long-Term competitiveness. The goals are to plan products which satisfy customer requirements and to ensure products are developed timely and to fit the market trend. This study began with research references related to resources, product benefits, and brand strategies for SMEs. The analyses include the development of technical cross-platform products, and a successful business model of brand marketing strategy. The concept of technology diamond model (TDM) was proposed to technological SMEs along with the brand and product strategy. The way of introducing this strategy into actual practices, the purpose is to provide a systematic process to proceed with plans of product developments against basic market and customer requirements. To develop a set of brand strategies which meet enterprises' requirements to contribute to enterprises' sustainable development and keep their competitiveness.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 2017 IEEE International Conference on Applied System Innovation |
| Subtitle of host publication | Applied System Innovation for Modern Technology, ICASI 2017 |
| Editors | Teen-Hang Meen, Artde Donald Kin-Tak Lam, Stephen D. Prior |
| Publisher | Institute of Electrical and Electronics Engineers Inc. |
| Pages | 1469-1472 |
| Number of pages | 4 |
| ISBN (Electronic) | 9781509048977 |
| DOIs | |
| Publication status | Published - 2017 Jul 21 |
| Event | 2017 IEEE International Conference on Applied System Innovation, ICASI 2017 - Sapporo, Japan Duration: 2017 May 13 → 2017 May 17 |
Publication series
| Name | Proceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017 |
|---|
Other
| Other | 2017 IEEE International Conference on Applied System Innovation, ICASI 2017 |
|---|---|
| Country | Japan |
| City | Sapporo |
| Period | 17-05-13 → 17-05-17 |
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All Science Journal Classification (ASJC) codes
- Computer Networks and Communications
- Computer Science Applications
- Hardware and Architecture
- Safety, Risk, Reliability and Quality
- Mechanical Engineering
- Media Technology
- Health Informatics
- Instrumentation
Cite this
}
A study of brand & product strategies for technological SMEs. / Cheng, Jui Hung; Liu, Shuo Fang.
Proceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017. ed. / Teen-Hang Meen; Artde Donald Kin-Tak Lam; Stephen D. Prior. Institute of Electrical and Electronics Engineers Inc., 2017. p. 1469-1472 7988195 (Proceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
TY - GEN
T1 - A study of brand & product strategies for technological SMEs
AU - Cheng, Jui Hung
AU - Liu, Shuo Fang
PY - 2017/7/21
Y1 - 2017/7/21
N2 - Brand and product developments are the cores for small and medium-sized enterprises (SMEs) to keep their long-Term competitiveness. The goals are to plan products which satisfy customer requirements and to ensure products are developed timely and to fit the market trend. This study began with research references related to resources, product benefits, and brand strategies for SMEs. The analyses include the development of technical cross-platform products, and a successful business model of brand marketing strategy. The concept of technology diamond model (TDM) was proposed to technological SMEs along with the brand and product strategy. The way of introducing this strategy into actual practices, the purpose is to provide a systematic process to proceed with plans of product developments against basic market and customer requirements. To develop a set of brand strategies which meet enterprises' requirements to contribute to enterprises' sustainable development and keep their competitiveness.
AB - Brand and product developments are the cores for small and medium-sized enterprises (SMEs) to keep their long-Term competitiveness. The goals are to plan products which satisfy customer requirements and to ensure products are developed timely and to fit the market trend. This study began with research references related to resources, product benefits, and brand strategies for SMEs. The analyses include the development of technical cross-platform products, and a successful business model of brand marketing strategy. The concept of technology diamond model (TDM) was proposed to technological SMEs along with the brand and product strategy. The way of introducing this strategy into actual practices, the purpose is to provide a systematic process to proceed with plans of product developments against basic market and customer requirements. To develop a set of brand strategies which meet enterprises' requirements to contribute to enterprises' sustainable development and keep their competitiveness.
UR - http://www.scopus.com/inward/record.url?scp=85028572468&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85028572468&partnerID=8YFLogxK
U2 - 10.1109/ICASI.2017.7988195
DO - 10.1109/ICASI.2017.7988195
M3 - Conference contribution
AN - SCOPUS:85028572468
T3 - Proceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017
SP - 1469
EP - 1472
BT - Proceedings of the 2017 IEEE International Conference on Applied System Innovation
A2 - Meen, Teen-Hang
A2 - Lam, Artde Donald Kin-Tak
A2 - Prior, Stephen D.
PB - Institute of Electrical and Electronics Engineers Inc.
ER -