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Prakaikavin Srijinda

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Open access 2026

The Digital-Cultural Nexus: Brand Development Mechanisms of Small and Medium-sized Tea Enterprises in Guizhou, China

This study investigates how small and medium-sized enterprises (SMEs) in traditional industries leverage digital platforms and cultural resources for brand building amid digital transformation. Focusing on China’s Guizhou tea sector, it integrates Resource Orchestration and Institutional Theory to propose a Digital–Cul...

Zhimin Jiang, Prakaikavin Srijinda · 0 citations

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