Investigates marketing/branding of small‐ to medium‐sized enterprises within the creative industries

What is it about?

Issues of commitment, identification and alignment were considered and how these relate to the SME brand. The themes uncover and explore some of the subtle complexities involved with organisational marketing for SMEs within the creative industries. These themes also present a number of important implications for the academic and practitioner communities to reflect upon, particularly in relation to the relevance of attempting to achieve a “desired” or “ideal” identity and brand.

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Why is it important?

Issues relating to the evolving nature of SMEs, various forms of employee egos as well as multiple foci of employee commitment have been identified. This research has also uncovered a number of instances of “disidentification” amongst creative employees. Rather than being seen as a threat or risk, some creative organisations see a benefit for encouraging, or at least not suppressing deidentification or disidentification, in relation to their creative brand and image.