KOREASCHOLAR

CREATING A BRAND STRATEGY FOR SMEs USING LICENSING: AN EXPLORATORY ANALYSIS IN FOOTWEAR INDUSTRY

Meri Travaglini, Silvio Cardinali, Gian Luca Gregori
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299247
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.245-263
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The goal of this paper is to examine whether and how brand licensing can be an appropriate marketing tool for the development of a brand strategy in footwear SMEs. The article is based on a qualitative research methodology by adopting the multiple case study approach. Main results shows that licensing proves to be effective and that a multi-stage process of development exist that is common within footwear SMEs using brand licenses.

Keyword
SMEsbrand strategyexploratory analysisfootwear industryfootwear market
Author
  • Meri Travaglini(University Polytechnic of Marche, Italy)
  • Silvio Cardinali(University Polytechnic of Marche, Italy)
  • Gian Luca Gregori(University Polytechnic of Marche, Italy)