The strategic hybrid orientation and brand performance of B2B SMEs

Anees-ur-Rehman, Muhammad; Saraniemi, Saila; Ulkuniemi, Pauliina; Hurmelinna‐Laukkanen, Pia

doi:10.1108/jsbed-11-2016-0171

Cited by 23 publications

(18 citation statements)

References 79 publications

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“…The business culture, which represents an organisation’s shared values, beliefs, attitudes and behaviours, acts as a guiding principle for brand management and all other corporate decisions (Anees–ur–Rehman et al , 2017; Balmer, 1995; Hatch and Schultz, 2001). It provides the context in which employees interact with each other and with other stakeholders such as business customers, suppliers and distributors (Balmer and Greyser, 2006).…”

Section: Theoretical Background and Conceptual Modelmentioning

confidence: 99%

Corporate branding and value creation for initiating and managing relationships in B2B markets

Ozdemir

Gupta

Foroudi

et al. 2020

QMR

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Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the main constituents of a corporate brand; how does a corporate brand generate tangible and intangible brand value for their business customers; and how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies? Design/methodology/approach The study adopts a qualitative multiple cases study design by using archival data and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context. Findings From a managerial perspective, this study reveals that corporate business culture, brand relationships, products and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of brand value in enhancing relationship initiation. Originality/value The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in business-to-consumer contexts.

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Section: Theoretical Background and Conceptual Modelmentioning

confidence: 99%

Corporate branding and value creation for initiating and managing relationships in B2B markets

Ozdemir

Gupta

Foroudi

et al. 2020

QMR

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“…BO is a market-driven strategy in which the procedures of the firm revolves around the creation, protection, and development of various brands flowing from ongoing interaction with different customers [61]. The primary objective of BO is to build a strong brand in line with the values of the firm to support its competitive advantage [96]. However, Mutlu and Aksoy [97] probed into the relationship between BO and FEP in the context of Turkey and found a credible link between export performance and BO.…”

Section: Brand Orientation (Bo) and Firm's Export Performance (Fep)mentioning

confidence: 99%

Determinants of Firm’s Export Performance in China’s Automobile Industry

et al. 2018

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The automobile industry has significantly contributed towards China’s economy. After producing approximately 24.5 million vehicles in 2015, China’s automobile industry has achieved its greatest height by emerging worldwide as the top automobile producer. However, China’s automobile industry could not sustain this achievement and it witnessed a sudden growth rate decrease in 2016–2017, reflecting their poor export performance. To address this problem, the prime objective of this research is to explore the roles of total quality management (TQM), entrepreneurial orientation (EO), export market orientation (EMO), brand orientation (BO) and cleaner production (CP) in firm export performance (FEP). For this reason, a quantitative research approach with cross-sectional research design was adopted by gathering the data from 347 respondents working as export managers at Chinese automobile companies via simple random technique. Partial least square structural equation modeling (PLS-SEM) through software smartPLS-3.2.7 employed to analyze data. Results revealed that the TQM, EO, EMO, BO, and CP has a significant association with FEP. Additionally, findings confirmed CP as a moderating variable that contributes positively to FEP. The research has eminently contributed to the export performance of the automobile industry, specifically in China. It is very beneficial to practitioners in the Chinese automobile industry as it will assist them in regaining and exceeding their record export performance while also contributes to resource-based-view theory.

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“…Laukkanen et al (2013) and Reijonen et al (2015) suggest that different strategic orientations, in addition to brand orientation, may impact the relationship between entrepreneurial orientation and performance, encouraging the study of hybrid strategies. The adoption of another orientation strategy, also called a hybrid strategy, was still proposed by studies such as those by Anees-ur-Rehman et al (2017), Lee et al (2017) and Reijonen et al (2012, 2014). There are also, in Cluster 2, several articles related to small and medium enterprises (Ciunova-Shuleska et al , 2016, 2017; Hirvonen and Laukkanen, 2014; Hirvonen et al , 2013, 2016) and the effects of adopting this positioning strategies in companies of this size (Chovancová et al , 2015; Laukkanen et al , 2013, 2016; Lee et al , 2016).…”

Section: Cluster Analysis and Discussion Of Resultsmentioning

confidence: 99%

Brand orientation: a systematic literature review and research agenda

Sepulcri

Mainardes

Marchiori

2020

SJME

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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.

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The strategic hybrid orientation and brand performance of B2B SMEs

Cited by 23 publications

References 79 publications

Corporate branding and value creation for initiating and managing relationships in B2B markets

Corporate branding and value creation for initiating and managing relationships in B2B markets

Determinants of Firm’s Export Performance in China’s Automobile Industry

Brand orientation: a systematic literature review and research agenda

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