Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873103" target="_blank" >RIV/70883521:28120/15:43873103 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence

Original language description

The key question among policy makers and marketing scholars alike is 'how can SMEs become more financially viable?' bearing in mind that we now live in a highly globalized society that is driven by technological, social and economic forces. Consequently,for SMEs to become more financially viable in the changing business landscape, it becomes more imperative now than ever before for this set of enterprises to develop some core business orientations and/or capabilities, particularly that of brand orientation and market-sensing capability. Against this backdrop, the current article examines the role of brand orientation and market-sensing capability in relation to the profitability of SMEs in the context of a financial intermediation sector. Based on thefindings from 119 surveyed financial services SMEs in one of Africa's largest economies, we have empirical support that both brand orientation and market-sensing capability contribute significantly to SMEs profitability. Our results demo

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Periodica Polytechnica Social and Management Sciences

ISSN

1587-3803

e-ISSN

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Volume of the periodical

1

Issue of the periodical within the volume

1

Country of publishing house

HU - HUNGARY

Number of pages

7

Pages from-to

1-7

UT code for WoS article

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EID of the result in the Scopus database

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