A study of brand & product strategies for technological SMEs

Jui Hung Cheng, Shuo Fang Liu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 languageEnglish
Title of host publicationProceedings of the 2017 IEEE International Conference on Applied System Innovation
Subtitle of host publicationApplied System Innovation for Modern Technology, ICASI 2017
EditorsTeen-Hang Meen, Artde Donald Kin-Tak Lam, Stephen D. Prior
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1469-1472
Number of pages4
ISBN (Electronic)9781509048977
DOIs
Publication statusPublished - 2017 Jul 21
Event2017 IEEE International Conference on Applied System Innovation, ICASI 2017 - Sapporo, Japan
Duration: 2017 May 132017 May 17

Publication series

NameProceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017

Other

Other2017 IEEE International Conference on Applied System Innovation, ICASI 2017
CountryJapan
CitySapporo
Period17-05-1317-05-17

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

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