Linking entrepreneurial orientation to brand reputation

  title={Linking entrepreneurial orientation to brand reputation},
  author={Orlando Rua and Alexandra França},
The relationship between entrepreneurial orientation (EO) and firm performance has a broad scholarly acceptance. However, scant evidence is available on how EO influences other variables, namely intangible assets. In this vein and in light of the resource-based approach, we hypothesise a positive relationship between EO and brand reputation. Based on survey data from 42 Portuguese small and medium enterprises (SME's), we find empirical support that globally EO has a positive and significant… CONTINUE READING