Recognition for superior performance such as industry

  • No School
  • AA 1
  • BaronNeutron3919
  • 23

This preview shows page 6 - 8 out of 23 pages.

recognition for superior performance, such as industry awards, and (3) business longevity, which suggests sustained performance over a long period of time. The first stage yielded ten cases, whose analysis revealed a tentative emerging theory of SME brand management. In the second stage, cases were incrementally added, looking for new knowledge from each case. Theoretical saturation was achieved by the addition of six more cases, which improved the robustness of the emergent theory of SME brand management (Eisenhardt and Graebner 2007). Data Collection An in-depth qualitative interview with SME owner/managers was the primary data collection method used to gather their SME brand manage- ment practices. The semi-structured interview protocol was designed to probe how the five stages of the conceptual framework played out in practice, in order to understand how the SME brand is managed from both strategic and operational perspectives . The interview protocol facilitated data collection to answer the following subsidiary questions: (1) What is the primary brand positioning strategic focus of the SME? (2) How is the strategy interfaced with the opera- tions/internal brand implementation? (3) How are operations/internal brand implementation processes managed? (4) How is the performance of the SME brand assessed? (5) How is internal and external feedback gathered? The conceptual framework was not disclosed to the participants in order to reduce self-reporting bias and impres- sion management (Eisenhardt and Graebner 2007). During the interview, the researcher actively looked for major and minor surprises from each case. The interviews were audio- recorded, transcribed verbatim, and checked for accuracy prior to analyzing them. Secondary data JOURNAL OF SMALL BUSINESS MANAGEMENT 6
Image of page 6
collection methods included internal and publicly available SME documents, SME websites, and direct observation, where permissible. Table 2 shows a summary profile of the six- teen cases selected for this study. Data Analysis Data analysis used within-case and cross- case pattern matching approach (Yin 2009). Within-case analysis identified categories of SME brand management practices within each case and at each stage of the conceptual model, akin to open coding (Strauss and Cor- bin 1998). Cross-case analysis involved search- ing for patterns of similar and contrasting meaning across the cases (Eisenhardt and Graebner 2007). Iterations from within-case analysis to cross-case analysis were employed to verify and contrast the emerging findings pertaining to the SME brand management types. A case database was used (Yin 2009), comprising an electronic and a manual file management system, containing interview transcripts, documents, research notes, tabular displays of initial and refined analysis of data.
Image of page 7
Image of page 8

You've reached the end of your free preview.

Want to read all 23 pages?

  • Fall '19
  • Brand, SME Brand, holistic understanding of brand management

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors