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  • Influence
The effect of strategic orientations on business performance in SMEs
Purpose – The present study sheds light on the role of strategic orientations (SOs) in explaining business growth. The purpose of this paper is to examine how different SOs, namely learningExpand
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Brand orientation in small firms: an empirical test of the impact on brand performance
Increasing attention has been paid to the concept of brand orientation over the last decade. However, research on brand orientation in small firms is only in its infancy, the present study beingExpand
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SME brand identity: its components, and performance effects
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 TheExpand
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The brand orientation-performance relationship: An examination of moderation effects
The study examines whether the recently validated brand orientation-performance relationship is moderated by firm-related internal factors and/or market-related external factors. Six moderators areExpand
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The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets
Abstract This study examines the relation between entrepreneurial orientation and brand orientation in industrial small and medium-sized enterprises (SMEs) and the extent to which the two contributeExpand
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The internal branding process and financial performance in service companies: An examination of the required steps
The objective of this study is to test how internal branding affects financial performance in service companies. Our hypothesized model suggests that internal branding has an indirect effect onExpand
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Does market orientation pay off without brand orientation? A study of small business entrepreneurs
ABSTRACT Market orientation and brand orientation are usually modelled as distinct antecedents of business performance, and the simultaneous performance effects of these orientations are empiricallyExpand
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Does brand orientation help B2B SMEs in gaining business growth
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 alsoExpand
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Achieving requisite variety in modeling firms' strategy heterogeneities: Explaining paradoxical firm-market performances
Abstract This study responds to the view that the crucial problem in strategic management (research) is firm heterogeneity—why firms adopt different strategies and structures, why heterogeneityExpand
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From Outsourcing to Insourcing Brand Management: How Networking Helps SMEs to Become More Brand-Oriented?
This conceptual paper develops a model that describes how small and medium-sized enterprises (SMEs) can use their networks to become more brand-oriented. Most often, researchers assume brandExpand