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1、本文是中英对照毕业设计论文外文文献翻译，下载后直接可用！省去您找文献、pdf整理成word以及翻译的时间，一辈子也就一次的事！文献引用作者出处信息:Raghava Rao Gundala GLOBAL JOURNAL OF BUSINESS RESEARCH ,2019,8(1):27-38(如觉得年份太老，可改为近2年，毕竟很多毕业生都这样做)英文5819单词，38047字符(字符就是印刷符)，中文9856汉字。（如果字数多了，可自行删减，大多数学校都是要求选取外文的一部分内容进行翻译的。）BRAND MANAGEMENT IN SMALL AND MEDIUM ENTERPRISE: EV
2、IDENCE FROM DUBAI, UAEABSTRACT: The study aims to explore the owner-managers attitudes and opinions towards branding and brand management in small and medium enterprises across Dubai, UAE. The study also explores the causes that are acting as barriers to brand building. The data collected is through
3、 questionnaires from a sample of 62 respondents and interviews with Small and Medium Enterprises owners-managers. The research found that many Small and Medium Enterprises do not practice branding strategies and most of the respondents believe that incorporating branding strategies is insignificant
4、for the success of Small and Medium Enterprises (SME).KEYWORDS: Small and Medium Enterprises (SMEs), UAE, Marketing, Branding, StrategiesINTRODUCTIONUnited Arab Emirates also known as UAE, boarders the Persian Gulf on the Saudi Peninsula is a federation of seven emirates (equivalent to principalitie
5、s) - Abu Dhabi, Ajman, Dubai, Fujairah, Ras al-Khaimah, Sharjah, and Umm al-Quwain. The capital of UAE is Abu Dhabi. UAE oil and natural gas reserves ranking 7th in the world is one of the most developed economies in Western Asia ranking 7th in the world top nations based on per-capita income. Dubai
6、 is a city in the United Arab Emirates, found within the emirate of the same name. Although Dubais economy was historically built on the oil industry, the emirates Western-style model of business drives its economy with significant revenues now coming from tourism, real estate development, and finan
7、cial services.Small and Medium enterprises (SMEs) play an important role in a nations job creation, export performance and sometimes contribute significantly to a countrys gross domestic product (Culkin & Smith, 2000). SMEs play an important role in the economy of UAE as a whole. In the Emirate of D
8、ubai in particular, 72,000 SMEs exist accounting for 95 percent of enterprises and 40 percent of the workforce. Dubais SMEs contribute 42 percent of the annual value-added output (DED, 2011). Most of the small to medium sized enterprises within the UAE are family owned. Regional legal regulations re
9、quire UAE nationals having full or partial ownership of UAE business organizations (D&B South Asia Middle East Ltd, 2008).Marketing of products and creating value to the customer by managing their brand is important for a SME. Past research proves SME marketing is haphazard and informal because of t
10、he way the owners/managers carry out business (Gilmore et al., 2001). Owners usually decide on their own by responding to current opportunities and circumstances without planning, therefore, decision-making occurs in a chaotic way. Further, SME marketing is informal, loose, unstructured, spontaneous
11、, reactive, built on conforming to industry norms. Storey (1994) suggested the main characteristic distinguishing small from large firms is the high failure rates of the small businesses. Often, businesses are susceptible to failure when they are still at the start-up stage and are small. According
12、to the Enterprise and Small Business only a small percentage of SMEs make it in a competitive market in the long-term, and over two thirds close a short while after they were opened (Carter and Jones-Evans, 2006).LITERATURE REVIEWCarson (1993) and Gilmore et al (2001) felt marketing during the life
13、cycle of the SME, will continue to develop because of the demands for new commodities and markets, as customer needs are satisfied, bearing in mind the owners inherent characteristics and behaviors and the size and life cycle stage of the firm. Stokes (2000) noted that, on the contrary, owners of SM
14、Es focus on the significance of promotion and word-of-mouth communication. Further, he recognized the core of any business selling strategy is the correlation between the company, customers, and the focus on four Is (Information gathering, Identification of target markets, Innovation and Interactive
15、 marketing methods). Gilmore and Carson (1999) agreed within the context of marketing decisions, there is an instinctive understanding networking with outside individuals, associations and companies enables entrepreneurs to be successful. Networking for SMEs could mean an array of connections. This
16、revolves around personal contact networks, social networks, business networks, industry (Andersson and Soderlund, 1988) and marketing networks.Hall (1995) pointed out small to medium sized enterprises are more vulnerable a changing competitive environment than larger firms. Smallbone et al (1993) present the opinion small businesses may cope with an unpredictable environment by continuously seeking market prospects and increasing the cust
