Abstract
It is argued in the literature that international SMEs of developing country origin are an integral part of international trade/global
value chain, and contributing a lot to both their national economies (Lukács, 2005) and international market (Gereffi, 1999; Schmitz,
2005; Savlovschi & Robu, 2011). This is also argued that most such SMEs have only graduated to the stage of OEM (Original
Equipment Manufacturer) and their up-gradation to the level of ODM (Original Design Manufacturer) and OBM (Original Brand
Manufacturer) is constrained/ hindered. Though there are factors discussed in the literature that attempt to explore the reasons for
such constraint/hindrance yet the phenomenon is not sufficiently explained that what hinders international SMEs to offer their
product brands in the international market(s). The study aims to explore and explain the factors/reasons that hinder international
SMEs from introducing their product brands in the international market(s). In light of the literature, it has been argued that no theory
could sufficiently explain the phenomenon of SMEs operating in international markets without their brands. The current study,
building on this theoretical gap, is of importance as on one side it will contribute to the theory by identifying the factors and
explaining that why developing countries’ SMEs do not introduce product brands in the international market. It will cover all the
possible factors that could sufficiently explain the phenomenon. On the other side, it will also be of immense practical value for the
industry players and policymakers in promoting product branding among SMEs. Further to this, the study is also of significance
because it will allow some recommendations for SME branding in international markets as required in the sectoral reports published
by the Sialkot Chamber of Commerce & Industry (Industry, 2016c). Keeping in view the aim of the study mix method approach has
been employed in which first factors were explored using a review of the literature and interviewing firms of the surgical instruments
industry of Sialkot, Pakistan. This paper specifically shares the findings of the last part of the study which has resulted in FourFactor Explanation.
Muhammad Rizwan Saleem Sandhu, Tashfeen M Azhar. (2020) Four-Factor Explanation on Working of SMEs without Product Brands: A study of Surgical Industry of Pakistan Using Higher Order Model in Smart PLS, Paradigms , Vol 14, Issue 1.
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