Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets

Cardinali, Silvio; Travaglini, Meri; Giovannetti, Marta

doi:10.1007/s13132-019-00616-1

Cited by 7 publications

(15 citation statements)

References 62 publications

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“…BO follows "an inside-out, identify-driven approach" for the SMEs to create profitable, powerful, and successful brands in today's competitive environment (Alnawas and Abu Farha, 2020). It is widely argued that brand-oriented SMEs exhibit higher performance than others (Cardinali et al, 2019). For instance, SMEs focused on brand creation perform better than others through creating customer value.…”

Section: Brand Orientationmentioning

confidence: 99%

“…The BO researchers strongly believed that brand-oriented SMEs outperform their competitors (Reijonen et al, 2015;Osakwe et al, 2020). Prior studies have long found that BO is a critical impetus for improved organizational performance (Odoom and Mensah, 2018;Cardinali et al, 2019;Osakwe et al, 2020). While existing studies explain the inconsistencies between domestic and export performance of market-oriented activities (Bıçakcıo glu-Peynirci and _ Ipek, 2020; _ Ipek et al, 2023), research on the export performance influence of BO is still unclear and underresearched topic in the SME exporting literature (see Appendix 1, for a review).…”

Section: Introductionmentioning

confidence: 99%

“…Existing studies on branding capabilities frequently investigate their impact on brand performance (O'Cass and Weerawardena, 2010;Merrilees et al, 2011;Odoom et al, 2017a, b), while relatively less attention has been given to their influence on export performance (see Appendix 1, for a review). In addition, branding capabilities have been found as crucial predictor of competitive advantage and superior performance (Merrilees et al, 2011;Hsiao and Chen, 2013;Brodie et al, 2017;Odoom et al, 2017a, b;Cardinali et al, 2019). Recent investigation on the RBV theory emphasizes the significance of a firms' capabilities in transforming strategic orientations into higher performance benefits (Alnawas and Abu Farha, 2020;Bodlaj and Cater, 2022;Ranjan and Nayak, 2023b).…”

Section: Introductionmentioning

confidence: 99%

“…These create turbulence in the forms of insufficient rules and exhausted regulatory structures (Hashmi et al, 2022). On the other hand, to promote the global competitiveness of SMEs, government are taking several efforts such as creating policy support mechanisms and simplifying branding regulations across all nations (Cardinali et al, 2019). Prior research indicates that institutional environmental contingencies, such as institutional pressures and supports, have a differential moderating influence on the strategic actions (Zhang et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

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Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

Ranjan

2024

IMR

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PurposeThis study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating effects of external and internal branding capabilities on the BO-export performance link, and the moderating influence of institutional environment, i.e. regulatory turbulence and policy support.Design/methodology/approachA time-lag primary data was collected from two-wave survey of 684 cross-industry exporting small and medium-sized enterprises (SMEs) using an online-email based survey technique, and the research model was validated using ordinary least squares regression analysis in SPSSV.27 and Hayes’ PROCESS macroV.2.13.FindingsRegression findings indicate that the relationship between BO and export performance is not direct, but rather mediated by means of both external and internal branding capabilities. It further helps to uncover the dual role of institutional environment, with regulatory turbulence weakening and policy support strengthening the indirect influences of BO on export performance via external and internal branding capabilities.Research limitations/implicationsThis study advances branding literature by conceptualizing and empirically testing the role of BO associated with internal and external branding capabilities and, subsequently, with export performance.Practical implicationsThe research findings indicate that brand-oriented SMEs must actively engage in the development of branding capabilities to improve their export performance.Originality/valueWhile brand creation is essential for the success and growth of SMEs competing in the worldwide marketplaces, there is a dearth of research explaining the underlying mechanisms and boundary conditions through which BO influences export performance.

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Section: Brand Orientationmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

Ranjan

2024

IMR

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“…Important role of small enterprises and their marketing actions (including social media marketing) we can see in the many papers [3,4,5]. Small enterprises meet a lot of problems of various kinds.…”

Section: Introductionmentioning

confidence: 99%

Universal classification of goods and services for marketing and logistics

2020

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The paper pays attention to the limited opportunities of small businesses in the development of product promotion programs and logistic schemes. Most entrepreneurs turn to specialized firms or hire specialists. We propose to develop an algorithm (and in further program) for determining the product class, which can be used by any entrepreneur. After determining the product class, the user will be offered the entire suitable list of promotion tools including 4 groups: advertising, promotion, public relations, direct marketing and variants of delivery: types of vehicles, routes. This article attempts to solve the first problem - to develop a universal classification of goods and services. The classification includes 18 classes of goods and services.

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Social Media Marketing for Micro-enterprises in Malaysia: Branding for the Future?

Lim,

Rubiyanti,

et al. 2024

Contributions to Management Science

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Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets

Cited by 7 publications

References 62 publications

Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

Universal classification of goods and services for marketing and logistics

Social Media Marketing for Micro-enterprises in Malaysia: Branding for the Future?

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