Home⇛Mabini Review Journal⇛vol. 10 no. 1 (2021)

Filipino Branding sa Ika-21 Siglo: Pagsusuri sa mga Estratehiya ng Pandayan Bookshop

Ma. Janella Gillian C Sayson | Marife Villalon | Analiza D. Resurreccion

 

Abstract:

Ang papel na ito ay tumatalakay sa Filipinong identidad at kung paano ito isinusulong ng niyayakap na branding ng Pandayan Bookshop, isang lokal na kumpanyang nagmamay-ari at halos tatlong dekada nang nagpapatakbo ng mga tindahang nagbebenta ng mga gamit sa paaralan at tanggapan, mga libro, magasin, poster, tsart, at mga likhang sining. Gamit ang value chain model ni Porter at ang principles of business strategy evaluation ni Rumelt bilang mga lente, sinuri ng mga mananaliksik ang mga proseso o aktibidad na isinasagawa ng kumpanya na kinabibilangan ng papasok na logistics, operasyon, papalabas na logistics, marketing at pagbebenta, serbisyo, at pamamahala ng human resource. Isiniwalat ng isinagawang pagsusuri na mainam na lunsaran ng mabuting pagpapakatao, pakikipagkapwa-tao, at pagkamakatao ang isinusulong na branding ng Pandayan Bookshop katuwang ang wikang Filipino. Ito ay isang patunay na may espasyo ang pagpapatingkad ng Filipinong identidad sa larangan ng negosyo.



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