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Article
Publication date: 28 January 2011

Chad Lin, Yu‐An Huang and Rosemary Stockdale

The study examines SMEs' investment in B2B web sites and the relationship between organizational drivers such as adoption readiness and constraints and evaluation of…

Abstract

Purpose

The study examines SMEs' investment in B2B web sites and the relationship between organizational drivers such as adoption readiness and constraints and evaluation of investments. We investigate how these drivers influence the perception of B2B web site benefits and the effect a great understanding of issues has on stakeholder satisfaction in the investment.

Design/methodology/approach

A quantitative approach is used to test the hypotheses, which are developed from the literature. Following a pilot study, a survey of 1,000 Australian SMEs with B2B web sites is used to collect the data, which is analyzed using structural equation modeling techniques.

Findings

Findings reveal the mediating relationships between organizational drivers and their influence on SMEs' perceptions of benefits and stakeholder satisfaction and support the B2B web site evaluation effectiveness model. Further insights show that SMEs do not understand the complementary nature of the organizational drivers that support strategic alignment and therefore fail to realize benefits from their web sites.

Research limitations

Limitations of the research are noted and discussed with regard to constructs and the views of survey respondents.

Practical implications

Results suggest that SMEs consider reallocation and/or prioritization of resources and business objectives in order to improve their IT investment evaluation practices. This would have a direct impact on the level of IT benefits realized, and ultimately affect the degree of stakeholder satisfaction with B2B web site adoption.

Originality/value

A key contribution is the development of a B2B web site evaluation effectiveness model that supports greater understanding of how SMEs can gain more value from their B2B web sites.

Content available
Article
Publication date: 2 September 2019

Fenfang Lin, Jake Ansell, Alasdair Marshall and Udechukwu Ojiako

This paper aims to distil the management challenge pertaining to B2B SME branding strategy, communication and constraint in the emerging market context of Chinese manufacturing.

Abstract

Purpose

This paper aims to distil the management challenge pertaining to B2B SME branding strategy, communication and constraint in the emerging market context of Chinese manufacturing.

Design/methodology/approach

Complemented by 19 interviews, this paper adopted a novel methodological approach – netnographic analysis – to investigate a selection of Chinese manufacturing SMEs.

Findings

Findings revealed three managerial approaches to B2B brand management: conservative, flexible and integrated-exploratory.

Practical implications

Understanding the three approaches offers managerial implications for Chinese manufacturer SMEs to redesign their branding practice. Informed with a better understanding of the available option, they will be able to achieve high value-added production through branding to gain competitiveness. This study sheds light on B2B SME branding from an emerging market perspective, an area that has been largely neglected in the existing literature.

Originality/value

Findings make a novel contribution to B2B SME brand management literature by clarifying practical management issues pertinent to Chinese emerging market manufacturers in particular, and offering widely generalizable lessons for B2B brand management research.

Details

PSU Research Review, vol. 3 no. 3
Type: Research Article
ISSN: 2399-1747

Keywords

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Article
Publication date: 2 August 2011

Woon Kian Chong, Mathew Shafaghi and Boon Leing Tan

The purpose of this paper is to critically explore business‐to‐business critical success factors (B2B CSFs) for small and medium‐sized enterprises (SMEs) operating in the…

Abstract

Purpose

The purpose of this paper is to critically explore business‐to‐business critical success factors (B2B CSFs) for small and medium‐sized enterprises (SMEs) operating in the Chinese B2B marketplace, evaluate the findings, and use the generated CSFs to propose a framework to assist in the marketing management of B2B in China. The proposed framework provides a guideline for academics and practitioners and highlights the significant role of each factor in developing and sustaining effective B2B electronic commerce (B2B e‐commerce) practice for SMEs.

Design/methodology/approach

The proposed framework is constructed by combining the empirical findings and B2B literature. The quantitative (online survey) was targeted at, proprietors, chief executive officers, managing directors, general managers, sales/marketing managers and export managers in selected SMEs that participated in B2B electronic marketplace (B2B e‐marketplace) in China. The data received from the recipients were processed on SPSS to conduct factor analysis to identify whether a factor structure underlies the correlations between a number of variables.

Findings

The findings are indicative of two sets of internal and external critical factors, including: successful customer relationships, supply chain facilities, global competition, information system/information technology (IS/IT) infrastructure and performances, information visibility, top management support and commitment, government encouragement and commitment, security and trust, and cultural consideration.

Practical implications

SME managers can derive a better understanding and measurement of marketing activities that appropriately balance between traditional and B2B e‐commerce practice. At the same time, the CSF can be integrated into the companies to determine the level of marketing performance in B2B e‐marketplace.

Originality/value

The paper's findings provide new theoretical grounds for research into B2B relationships in the digital business environment. The paper also provides an empirical assessment of the essential components in B2B e‐commerce adaptation, and implications for the means to prioritize CSF.

Details

Marketing Intelligence & Planning, vol. 29 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 29 June 2017

Muhammad Anees-ur-Rehman, Saila Saraniemi, Pauliina Ulkuniemi and Pia Hurmelinna-laukkanen

The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand…

Abstract

Purpose

The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and financial performance of business-to-business (B2B) small- and medium-sized enterprises (SMEs).

Design/methodology/approach

The questionnaire was used in a survey to collect data from 250 Finnish B2B SMEs. The sampled firms were categorized into four clusters according to a two-by-two matrix, and their relationships with the brand performance outcomes were examined using one-way ANOVA and multiple regression.

Findings

The results indicate that strategic hybrid orientation is positively related to all three dimensions of brand performance, showing that two dissimilar orientations can complement each other in improving brand performance outcomes. However, the strength of complementary interaction seems to vary depending on the degree to which brand- and market-oriented attributes dominate in a firm’s strategy.

Originality/value

This is one of the first studies to provide empirical evidence to support the concept of strategic hybrid orientation for branding in B2B SMEs. This study aims to contribute to existing research on SME branding by capitalizing on B2B branding and strategic management literatures.

Details

Journal of Small Business and Enterprise Development, vol. 24 no. 3
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 6 November 2017

Lara Agostini, Anna Nosella and Benedetta Soranzo

The purpose of this paper is to investigate the influence that different components of relational capital (marketing capability, open innovation with business and…

Abstract

Purpose

The purpose of this paper is to investigate the influence that different components of relational capital (marketing capability, open innovation with business and scientific partners, technological reputation, brand) have on customer performance (CP). Moreover, the moderating effect of absorptive capacity on such relationships is tested.

Design/methodology/approach

First, the direct relationship between the different components of relational capital and CP is analyzed through a linear regression model. Then, to test the moderating effect, two distinct regression analyses are conducted into two sub-samples, defined according to the level of absorptive capacity. The authors carried out these analyses on a sample of 150 small- and medium-sized enterprises (SMEs) in the medium- and high-tech B2B context.

Findings

Results of this study prove that CP is enhanced through firm marketing capability, open innovation with business partners and technological reputation, while brand and open innovation with scientific partner do not have an association with CP. In particular, the impact of marketing capability and open innovation with business actors on CP is greater for firms with higher absorptive capacity.

Research limitations/implications

This paper, highlighting the relevance of relational capital and absorptive capacity in improving CP, enhances our knowledge about the factors that help to strengthen the relationships with customers, which is an under-investigated issue especially for SMEs competing in B2B industries, and extends our knowledge on open innovation practices.

Practical implications

Findings of this paper suggest that, to achieve better CP, managers should pay special attention to nurturing their marketing capability and high-quality relationships with external actors and invest in absorptive capacity to enhance the positive effect of such linkages.

Originality/value

This work, combining the external perspective of relational capital and the internal organizational dimension of absorptive capacity, provides valuable insights about the knowledge and resource mix that firms might rely on to achieve better customer satisfaction and loyalty.

Details

Business Process Management Journal, vol. 23 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

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Article
Publication date: 14 February 2020

Maria Karampela, Ewelina Lacka and Graeme McLean

In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors…

Abstract

Purpose

In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality).

Design/methodology/approach

Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling.

Findings

The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed.

Research limitations/implications

The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength.

Practical implications

This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively.

Originality/value

This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

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Book part
Publication date: 12 November 2019

Nikolina Koporcic and Jan-Åke Törnroos

Abstract

Details

Understanding Interactive Network Branding in SME Firms
Type: Book
ISBN: 978-1-78973-977-0

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Abstract

Details

Understanding Interactive Network Branding in SME Firms
Type: Book
ISBN: 978-1-78973-977-0

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Article
Publication date: 10 July 2017

Raphael Odoom, Priscilla Mensah and George Asamoah

This paper aims to draw on the organizational ecology theory to examine variations in branding efforts and performance of small and medium-sized enterprises (SMEs) across…

Abstract

Purpose

This paper aims to draw on the organizational ecology theory to examine variations in branding efforts and performance of small and medium-sized enterprises (SMEs) across enterprises sizes and business operating sectors.

Design/methodology/approach

A four-stage analysis involving principal component analysis, Pearson correlation, ANOVA and logistic regressions was used on a sample of 430 SMEs within an emerging market.

Findings

Principal component analysis identified four brand marketing efforts relevant to the SMEs. These efforts were used in fluctuating extents among small-sized versus medium-sized enterprises, as well as manufacturing versus services SMEs. Additionally, proportionate levels of performance corollaries were found to be accruable across the enterprise sizes and operating sectors.

Originality/value

The paper first identifies four brand-building efforts germane to SMEs within an emerging market and examines their precise contributions to firm performance within enterprise sizes and business operating sectors. It further reinforces the relevance of brand marketing programs to the growth of SMEs by establishing the likelihood and extent to which brand-building efforts impact on SME performance across enterprise sizes, as well as operating sectors. The study also presents issues of potential research and managerial interest from an emerging market, offering insightful implications to researchers and SME managers.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 19 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 16 November 2018

Celso Augusto de Matos and Anderson Krielow

Based on the stimulus-organism-response (SOR) framework, this paper aims to analyze the influence of environmental factors (e.g. competitive pressure) on the firm’s…

Abstract

Purpose

Based on the stimulus-organism-response (SOR) framework, this paper aims to analyze the influence of environmental factors (e.g. competitive pressure) on the firm’s evaluations (i.e. perceived risk and convenience) and response (intention to purchase e-services).

Design/methodology/approach

A model is tested with data from a survey with 430 micro- and small-sized enterprises (MSEs) in an emerging country. The following constructs were measured: external factors, data security, lack of knowledge, perceived risk, convenience and purchase intention. Company size, internet use and previous experience were control variables.

Findings

MSEs’ intention to purchase e-services is strongly influenced by convenience, which in turn is more affected by external factors. Perceived risk is mainly affected by lack of knowledge and data security. Overall, the model supports the mediating role of perceived risk and convenience in the relationship between Stimuli factors (external factors, data security and lack of knowledge) on response (purchase intentions). For instance, data security influences purchase intention only through the mediation of perceived risk and convenience.

Practical implications

Firms interested in providing e-services for MSEs should improve the perceived convenience of e-commerce. At the same time, they can also reduce the lack of knowledge and increase data security to reduce the perceived risk of the decision-maker.

Originality/value

This paper demonstrates mediating effects of perceived risk and convenience, considering a SOR framework, as well as the analysis of business-to-business e-services in an understudied context, i.e. MSEs in an emerging country.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

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