📖 Strategic Knowledge Management as a Competitive Means for Branding. Knowledge and brands.

Much has been written about brands and branding. A Powerful brand is specifically important for SMEs. However, small firms do not have sufficient tools to develop strong brands. They instead have a flexible system for acquiring and utilizing knowledge. In this research we examine how these two systems i.e. strategic knowledge management system and branding interact. We develop and text a number of hypotheses using data from a survey of manufacturing firms in Malaysia.