Enhancing The Performance Of Malaysian SME's Through Co-Branding Initiative

Ahmad, Nur Zakiah (2016) Enhancing The Performance Of Malaysian SME's Through Co-Branding Initiative. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In supporting the continuous and relentless effort to promote the growth of SME toward achieving the country's objective of becoming a high income nation has been an issue. Thus, in effort of utilizing the potential advantages of co-branding to a greater customer base especially in Malaysia. Focus of the research is on the co-branding process and how it to link performance improvement. The principal aims of this research are to investigate the influences of the co-branding initiative on performance. In this quantitative work which was followed with wide variety of sources were selected of the data presented. Moreover, this study draws on the concept of Co-branding which is moving on two mechanisms which according to Fleck et al. and Geuens et al. (2012, 2006) is credibility and perceive fit. Moreover, it also revolves on relationship between co-branding, knowledge sharing and also performance. A series of survey will be conducted to collect respondents' answers, while data collected were analyzed quantitatively. The most important finding of the study is the empirical evidence about existence of positive relationship between organizational learning and organizational performance. In other words, organizations which develop their learning processes congruently will increase their performance. There are clear differences in learning processes between innovative and stable SMEs. Stable firms were reactive, learning was incremental and adaptive, and the learning scope limited to individuals or very small groups. As a consequence, there were fewer tangible outputs from learning in the form of new products or processes in the stable group than in the innovative group.

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