Abstract
Knowledge management was identified as a relevant foundational factor for small medium enterprises (SMEs)’ business growth based on its universal and dynamic nature. SMEs face a range of challenges that necessitate a combination of education, experience, and the drive to actively engage in business strategies aimed at fostering growth and success. Knowledge management is also related to design in the context of branding strategy that fits into this study in answering the question of; what role branding strategy place in promoting SMEs’ business growth within the food and beverages (F&B) sector in Terengganu, Malaysia? This study discovered that the level of brand awareness within SME F&B companies in Terengganu, Malaysia is very low. The majority of SMEs, especially microenterprises in Terengganu opted for printing shops as opposed to branding consultants or freelance designers to brand their products. This is reflected through SME business owners who understood branding to be only about packaging. They misunderstand the concept of branding when used as a strategy to promote business growth. Thus, effective knowledge management may impact SMEs to drive business growth by igniting intention, enabling concrete actions, and equipping them with the necessary tools to thrive in a competitive marketplace.
Author Information
Engku Aiesyah Amirah Engku MD Azmi, University Sultan Zainal Abidin, Malaysia
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