Synergizing Entrepreneurial Spirit and the Mindset of Branding through Branderpreneurship: Evidences from Indonesia
B. S. Wijaya, Suharyanti, M. Hanathasia & D. Kania
DOI: 10.3923/sscience.2016.129.138
Abstract: This paper examines the current research on the phenomena of Branderpreneurship, a brand development-based entrepreneurship. Using comparative case studies, the authors analyze two SME brands in Indonesia from the lens of the Circle of Values Development as the core of Branderpreneurship. Evidently, the brand that applies the most of elements in the Circle of Values Development is more successful and developing faster. Continue reading
Planted with Word-of-Mouth, Flourished with Social Media Communications: How a Small Business Brand in Indonesia Grows Globally in the ‘Land’ of Branderpreneurship
by: B. S. Wijaya & A. H. Sutawidjaya
Abstract: The power of communications through Word-of-Mouth (WOM) and the efficacy of social media in communicating the brand values are also used by Small and Medium Enterprises (SME) or small business brands in Indonesia. This research examines a small business brand, Maicih Spicy Chips (known with the global brand ‘Spicy Granny’), which is able to demonstrate a phenomenal performance, with the spirit of Continue reading
www.komunikasiana.com 