TY  - JOUR
T1  - Synergizing Entrepreneurial Spirit and the Mindset of Branding Through Branderpreneurship: Evidences from Indonesia
AU - Wijaya, Bambang Sukma AU - , Suharyanti AU - Hanathasia, Mirana AU - Kania, Dessy 
JO  - The Social Sciences
VL  - 11
IS  - 2
SP  - 129
EP  - 138
PY  - 2016
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2016.129.138
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2016.129.138
KW  - Brandepreneurship
KW  -
KW  -entrepreneurial spirit
KW  -mindset of branding
KW  -circle of values development
KW  -synergizing
AB  - This study examines the current research on the phenomena of branderpreneurship, a brand development-based entrepreneurship. Using comparative case studies, researchers 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. Branderpreneurship is an application of targeted and integrated brand development strategy by maximizing existing resources to support business development so that provides added value to entrepreneurship. To activate the branderpreneurship, at least there are seven steps and elements should be considered in developing brand values that are identifying values, creating values, distributing values, communicating values, maintaining values, evaluating values and updating values. Branderpreneurship Model can be used as a strategic tool to review business brand performance through self-reflexivity method as well as the parameter of measuring the mental set in synergizing entrepreneurial spirit and the mindset of branding.
ER  -