A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques

Dan Dumitriu, Gheorghe Militaru, Dana Corina Deselnicu, Andrei Niculescu and Mirona Ana-Maria Popescu
Additional contact information
Dan Dumitriu: Faculty of Entrepreneurship, Business Engineering and Management, University Politehnica of Bucharest, 060042 Bucharest, Romania
Gheorghe Militaru: Faculty of Entrepreneurship, Business Engineering and Management, University Politehnica of Bucharest, 060042 Bucharest, Romania
Dana Corina Deselnicu: Faculty of Entrepreneurship, Business Engineering and Management, University Politehnica of Bucharest, 060042 Bucharest, Romania
Andrei Niculescu: Faculty of Entrepreneurship, Business Engineering and Management, University Politehnica of Bucharest, 060042 Bucharest, Romania
Mirona Ana-Maria Popescu: Faculty of Entrepreneurship, Business Engineering and Management, University Politehnica of Bucharest, 060042 Bucharest, Romania

Sustainability, 2019, vol. 11, issue 7, 1-24

Abstract: On their way towards assuring growth and long-term sustainability, many modern small and medium sized enterprises (SMEs) from the European Union have set building a stronger brand as one of their primary goals. To achieve this, an integrated framework for managing the continuous enhancement of their brand equity level by adopting digital marketing tools and techniques (DMTTs), has increasingly become a necessity for most of the modern SMEs. However, even if such an approach provides plenty of benefits, such as better audience targeting and reduction of traditional marketing expenses, implementing these complex processes in their business models poses a series of challenges like choosing the best selection of DMTTs. For this reason, a conceptual model is proposed in the first part of the paper, with the aim to highlight a framework that will help underline the links between DMTTs and other key elements that can provide an increase in brand equity of SMEs, thus contributing to growth and enhancing the sustainability level. Following the proposed model, research aimed at two main directions has been conducted in the second part. The first direction was to analyze the degree in which modern SMEs from the European Union located in Romania dedicate themselves toward embracing sustainability goals and principles. The second one represents an analysis using also the SPSS software solution on the most used selections of DMTTs mentioned in the presented conceptual model. The results obtained provide a starting point for those modern SMEs that choose to follow the path of sustainability by creating and enhancing their brand equity through DMTTs.

Keywords: modern SMEs; brand equity; sustainable growth; digital marketing tools and techniques; DMTTs; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/7/2111/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/7/2111/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:7:p:2111-:d:221189

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().