10 research outputs found
The moderating effect of brand orientation on inter-firm market orientation and performance
While prior research has shown that market and brand orientation
are key contributors to successful business performance, research to
date has not fully explored how inter firm collaboration for these two
key orientations can enhance business performance. The purpose of
the paper is to investigate the relationship between inter-firm market
and performance; to test for the moderating role of brand orientation
in that relationship. A total of 169 completed pairs of surveys were
collected of small and medium enterprises operating internationally
in a variety of industries in Switzerland. The results show that inter-firm
market and brand orientation are two antecedents of marketing and
financial performance. The impact of inter-firm market on marketing
and financial performance is significant when the brand orientation
is favorable. This study extends previous research by examining the
moderating role of brand orientation on inter firm market orientation,
which is important, especially for firms wanting to increase their brand
reputation by entering into partnerships with other firms. Further
research is indicated, to identify the key moderators of the driving
force of inter-firm market in relation to business performance and
the reason why maintaining a strong brand presence is important in
the international marketplace
The Impact of Inter-Firm Collaborations on SME Internationalisation
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