Research on the Growth Strategies of Independent Brands of Technology-Oriented Small and Medium-Sized Enterprises in Jiangsu under the Dual Constraints of Environment and Resources
Abstract
embedded in the low end of the global value chain through processing and manufacturing. Although they can survive, they are facing the
dilemma of marginalization. With the help of resource growth theory and strategic matching theory, this paper argues that due to the dual
constraints of environment and resources, although small and medium-sized enterprises cannot directly create independent brands in the short
term, they can choose strategies such as OEM processing, brand leasing, brand sharing, brand comparison, and brand alliance according to the
actual situation of their brand creation capabilities to enhance their brand creation capabilities.
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DOI: http://dx.doi.org/10.70711/frim.v3i8.6961
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