@inproceedings{bc699ac81c3f454cb6519e671d3beb4c,
title = "Enacting brand orientation in an SME context: The role of deliberateness",
abstract = "Brand orientation is a strategic approach that has been shown to benefit organisations. This study examines brand orientation in small wineries in Orange NSW It advances the current state of knowledge of SME brand orientation and demonstrates that despite the constraints apparent in the literature, SMEs can and do deliberately enact brand orientation.",
keywords = "Open access version available, Brand implementation, Brand orientation, Deliberateness, Small business, Wine branding.",
author = "Nicole Hodge and Catherine McMullen and Jodie Kleinschafer",
note = "Imported on 03 May 2017 - DigiTool details were: publisher = Brisbane: ANZMAC, 2014. editor/s (773b) = Sharyn Rundle-Thiele, Krzysztof Kubacki and Denni Arli; Event dates (773o) = 1-3 December 2014; Parent title (773t) = Australian and New Zealand Marketing Academy Conference. ISSNs: 1447-3275; ; Australian and New Zealand Marketing Academy Conference : ANZMAC 2014, Agents of Change ; Conference date: 01-12-2014 Through 03-12-2014",
year = "2014",
language = "English",
publisher = "ANZMAC",
pages = "136--142",
editor = "Rundle-Thiele, {Krzysztof Kubacki Sharyn Rundle-} and Arli, {Denni Arli Denni}",
booktitle = "ANZMAC 2014",
}