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Book part
Publication date: 10 September 2018

The Impact of Inter-Firm Collaborations on SME Internationalisation

Pervez N. Ghauri and Ulf Elg

Several studies have proposed that small- and medium-sized enterprises (SMEs) lack resources and experiential knowledge to internationalise to distant markets. The authors…

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Abstract

Several studies have proposed that small- and medium-sized enterprises (SMEs) lack resources and experiential knowledge to internationalise to distant markets. The authors argue that SMEs can handle the lack of these tangible and intangible internal resources through external collaborations; they can achieve success in international markets by collaborating with business partners. The role of inter-firm marketing collaboration and its impact on internationalisation efforts has not been thoroughly studied, particularly in the context of SMEs. This study will thus advance our understanding of SMEs’ inter-firm marketing collaborations and how they influence performance in international markets. In this chapter, authors conceptually develop this line of arguments through an extensive literature review and develop some hypotheses and a framework that can be empirically tested. The authors believe this framework will serve as a starting point for further studies on this topic. Theoretically, we endeavour to contribute by showing that firms can enhance their level of international performance through inter-firm collaboration. The authors believe this type of study would have considerable theoretical as well as managerial implications in this important field of research.

Details

Key Success Factors of SME Internationalisation: A Cross-Country Perspective
Type: Book
DOI: https://doi.org/10.1108/S1876-066X20180000034003
ISBN: 978-1-78754-277-8

Keywords

  • Inter-firm collaboration
  • SME internationalisation
  • external resources
  • developing a model

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Book part
Publication date: 29 January 2018

Computing with Words in Modeling Firms’ Paradoxical Performances

Gábor Nagy, Carol M. Megehee and Arch G. Woodside

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and…

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Abstract

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

Details

Improving the Marriage of Modeling and Theory for Accurate Forecasts of Outcomes
Type: Book
DOI: https://doi.org/10.1108/S1069-096420180000025008
ISBN: 978-1-78635-122-7

Keywords

  • Complexity theory
  • configurations
  • complex outcome conditions
  • firm

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Book part
Publication date: 29 May 2018

Brand Orientation as a Method to Inspire, Change Culture, and Lead the Implementation of Solutions Business

Cecilia Cederlund

The point of departure for this chapter is a notion that firms at times find it difficult to develop their solution-oriented businesses and to have a broader understanding…

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Abstract

The point of departure for this chapter is a notion that firms at times find it difficult to develop their solution-oriented businesses and to have a broader understanding in their organizations of what this changed orientation really means.

The author looks into prevailing perspectives on marketing as such and creates a “map” that organizes marketing logics into a dynamic whole for value creation and change based on theoretical points of departure. Supported by this map, she tailors out a missing perspective based on a sense-making view that could be fruitful for companies to apply. It is basically to create a stronger awareness of and influence from a branding perspective (also in B2B). Based on an empirical example she points at barriers and enablers in implementing such a change of marketing perspective. She also addresses the implications of such a change on organizing and not least the connections between sales and marketing.

This chapter points forward as a way to release energy and to find direction for the development toward a solution-oriented business.

Details

Organizing Marketing and Sales
Type: Book
DOI: https://doi.org/10.1108/978-1-78754-968-520181018
ISBN: 978-1-78754-969-2

Keywords

  • Brand orientation
  • solution business
  • market orientation
  • meaning
  • marketing logics

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Article
Publication date: 4 March 2020

Brand orientation, brand-building behavior and brand identity in SMEs: an empirical evaluation

Christian Nedu Osakwe, Nikolina Palamidovska-Sterjadovska, Martin Mihajlov and Anita Ciunova-Shuleska

This study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand…

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Abstract

Purpose

This study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand orientation, brand-building behavior and brand identity.

Design/methodology/approach

In addressing the research issue, the study uses responses from 158 domesticated SMEs in North Macedonia, afterwards relying on structural equation modeling to test the research propositions.

Findings

This study validates brand orientation as a multidimensional term that is underlined by brand artefacts, norms and values. This study also validates the assumptions that brand orientation, brand-building behavior and brand identity are significantly related.

Research limitations/implications

While it is possible that our evidence base is limited to the context studied, the research findings nevertheless contribute primarily to the emergent scholarship on SMEs' brand building.

Practical implications

This study has practical consequences for SMEs' brand building. More specifically, it enriches the understanding of the interrelationships between brand orientation, brand-building behavior and brand identity.

Originality/value

This study provides an advanced perspective of brand orientation as a complex phenomenon and further provides understanding of its relations to brand-building behavior and brand identity of the domesticated SMEs.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
DOI: https://doi.org/10.1108/MIP-07-2019-0370
ISSN: 0263-4503

Keywords

  • Brand orientation
  • Brand-building behavior
  • Brand identity
  • SMEs

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Article
Publication date: 6 March 2020

Market orientation, brand management processes and brand performance

Pramod Iyer, Arezoo Davari, Saurabh Srivastava and Audhesh K. Paswan

The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand…

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Abstract

Purpose

The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand management and internal branding), and brand performance.

Design/methodology/approach

The research model is assessed using data collected from brand executives. Existing scales are used to measure all the focal constructs. Partial least squares-based structural equation modeling (PLS-SEM) using the Smart-PLS 3.0 software is used to check for the psychometric properties of the scales and to test the hypotheses.

Findings

The results of this study indicate that proactive and reactive market orientation influence the internal branding and strategic brand management. The mediating role of strategic brand management in the relationship between proactive market orientation (PMO) and brand performance is significant. Similarly, internal branding mediates the relationship between PMO and brand performance. Also, strategic brand management and internal branding mediate the relationship between responsive market orientation (RMO) and brand performance. Results also indicate that market turbulence negatively moderates the relationship between strategic brand management and brand performance.

Research limitations/implications

Building on literature from brand management, organizational capabilities and market orientation, this study explicates the role of PMO and RMO in influencing different strategic brand management and internal branding, and subsequently, brand performance. The perspective used in this study provides an insight into how organizations can develop and manage brands from a process perspective.

Practical implications

To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursing processes that focus on capturing the existing customer and competitor trends in the market.

Social implications

This study hopefully helps marketers realize that brand management function needs to move toward being more dynamic in nature.

Originality/value

This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to not only maximize the brand returns in the existing market but also to adapt to the changes in the future.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-08-2019-2530
ISSN: 1061-0421

Keywords

  • Market orientation
  • Strategic brand management
  • Internal branding
  • Brand performance

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Article
Publication date: 23 November 2019

How and when does the brand orientation-market orientation nexus matter?

Wai Jin (Thomas) Lee, Aron O'Cass and Phyra Sok

While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to…

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Abstract

Purpose

While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to contribute to brand performance. Grounded in the theoretical perspectives of the resource-based view and dynamic capabilities, this study unpacks how, and when, brand orientation and market orientation link systematically to influence brand performance.

Design/methodology/approach

In testing the research hypotheses involving mediation and moderation effects, survey data were gathered from a sample of business firms in the manufacturing sector and analyzed through regression analysis.

Findings

The results suggest brand orientation manifests through market orientation to influence brand performance via the intervening mechanism of brand management capability. The results also suggest at high levels of competitive intensity, the systematic combination of market orientation and brand orientation is critical in facilitating brand management capability enhancement and subsequent brand performance.

Originality/value

This study extends current literature by providing a more detailed account of how brand orientation and market orientation systematically combine to yield superior brand performance via the mediating role of brand management capability. This study also provides further insights into how, in response to different levels of competitive intensity, the systematic combination of brand orientation and market orientation is managed to facilitate brand management capability enhancement and subsequent brand performance.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/JBIM-12-2018-0388
ISSN: 0885-8624

Keywords

  • Market orientation
  • Brand orientation
  • Competitive intensity
  • Moderated mediation
  • Brand management
  • Brand management capability

Content available
Article
Publication date: 16 January 2020

Brand orientation: a systematic literature review and research agenda

Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes and Danilo Magno Marchiori

Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify…

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Abstract

Purpose

Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies.

Design/methodology/approach

A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis.

Findings

Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed.

Research limitations/implications

As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector.

Originality/value

The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed.

Propósito

Se analizaron diversos estudios sobre la orientación de la marca con el fin de discutir cómo se han ido relacionando a lo largo del tiempo los problemas identificados en esta área. Esta investigación identifica los estudios clave, las palabras clave utilizadas y el origen de los estudios.

Metodología

Se realizó una revisión sistemática de la literatura (SLR) con la base de datos de Scopus para seleccionar y resumir los estudios que tratan de la orientación de la marca. Finalmente, 90 artículos fueron sometidos al análisis bibliométrico.

Hallazgos

Se identificaron cinco grandes áreas de investigación (concepto de orientación de marca, Estrategias híbridas, Gestión interna de marca, Rendimiento de marca, Orientación de marca percibida) y se discutieron.

Implicaciones de la investigación

Los resultados mostraron un enfoque en la investigación en cinco áreas: el desarrollo del concepto de orientación de marca y las extensiones propuestas; las estrategias híbridas; las relaciones entre la orientación de marca, el branding interno y la gestión de marca; la relación entre la orientación de marca y el rendimiento financiero; y la orientación de marca percibida, aplicada principalmente al sector de la educación superior.

Originalidad/valor

El estudio ofrece una visión general de la orientación de la marca, identificando las relaciones sobre temas de interés, las principales palabras clave y los subtemas en este campo. Los resultados contribuyen a llenar el vacío de investigación sobre la relación entre todos estos aspectos. Finalmente, se propone una agenda futura de investigación.

Palabras clave

Orientación de marca, Marca, Análisis bibliométrico, Revisión sistemática de la literatura

Tipo de artículo

Revisión general

Details

Spanish Journal of Marketing - ESIC, vol. 24 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/SJME-06-2019-0035
ISSN: 2444-9709

Keywords

  • Brand
  • Bibliometric analysis
  • Brand orientation
  • Systematic literature review

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Article
Publication date: 3 May 2016

Does brand orientation help B2B SMEs in gaining business growth?

Saku Hirvonen, Tommi Laukkanen and Jari Salo

The purpose of this study is to examine the relationship between brand orientation and business growth in business-to-business (B2B) small- and medium-sized enterprises…

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Abstract

Purpose

The purpose of this study is to examine the relationship between brand orientation and business growth in business-to-business (B2B) small- and medium-sized enterprises (SMEs). The authors also explore whether this relationship is moderated by internal firm-related factors (firm age, firm size) and/or external market-related factors (market life cycle, industry type).

Design/methodology/approach

The authors develop and empirically test a conceptual model using data from 396 B2B SMEs operating in Finland. Structural equation modeling is used for testing the research hypotheses.

Findings

Brand orientation contributes to business growth via two indirect paths, the first one going through brand performance and the second one going through brand performance and customer relationship performance. However, although the effects are positive, the results reveal that the regression coefficients are relatively small, implying only a limited impact of brand orientation on growth among B2B SMEs. The results further suggest that firm age, firm size and industry type moderate the brand performance–business growth relationship, whereas market life cycle moderates the effect of brand orientation on brand performance.

Research limitations/implications

Future research could extend this study by examining brand orientation in industrial markets simultaneously with alternative strategic orientations, such as market, technology and innovation orientation. New moderator variables should also be considered, such as market or technological turbulence. Furthermore, given that this study uses a cross-sectional data set, it is recommended that future research should attempt to test the model using longitudinal data sets.

Practical implications

B2B SMEs are able to gain business growth through developing a strong brand. However, brand orientation per se appears to be of limited relevance for such an endeavor. Consequently, managers of small industrial firms should consider brand orientation only with, and in comparison to, alternative strategic orientations.

Originality/value

Brand orientation has been very rarely examined from the perspective of B2B firms or that of SMEs. Interestingly, the findings indicate that the performance benefits of brand orientation seem to be smaller among B2B SMEs than what earlier research would imply. The analysis of moderation effects offers additional insights into whether there are differences between industrial SMEs as to the relevance of brand orientation.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/JBIM-11-2014-0217
ISSN: 0885-8624

Keywords

  • Brand orientation
  • Business growth
  • Brand performance
  • B2B SME
  • Customer relationship performance
  • Moderation analysis

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Article
Publication date: 20 March 2017

SME brand identity: its components, and performance effects

Timo Muhonen, Saku Hirvonen and Tommi Laukkanen

The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs).

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Abstract

Purpose

The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs).

Design/methodology/approach

The authors examine whether brand identity mediates the relationship between brand orientation and brand performance, and further, whether brand performance leads to better financial performance. The authors also study whether these performance effects are moderated by customer type and industry type. Differing from earlier research, this study analyzes brand identity through its constituent components: brand values, brand vision and brand positioning. The data include altogether 721 effective responses from Finnish SMEs. Structural equation modeling is used for testing the research hypotheses.

Findings

Brand positioning and brand vision have a direct positive effect on brand performance, which in turn, positively affects financial performance. Brand orientation drives the components of brand identity. Importantly, there is variation in some of the relationships between brand orientation, brand values, brand vision and brand positioning across business-to-business firms and business-to-customer firms, and across firms in service industries and in production industries.

Research limitations/implications

The research is based on a single-country sample. Including additional factors for the model with the potential to moderate the described relationships is also called for. Future research could also consider new potential brand identity components currently not addressed in the paper.

Originality/value

This paper contributes to the literature by increasing the knowledge of SME branding.

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-01-2016-1083
ISSN: 1061-0421

Keywords

  • SMEs
  • Brand identity
  • Financial performance
  • Brand orientation
  • Brand performance

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Article
Publication date: 21 August 2017

The strategic hybrid orientation and brand performance of B2B SMEs

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…

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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
DOI: https://doi.org/10.1108/JSBED-11-2016-0171
ISSN: 1462-6004

Keywords

  • Brand awareness
  • Financial performance
  • Market orientation
  • B2B branding
  • Brand credibility
  • Brand orientation
  • Strategic hybrid orientation

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