A Conceptual Modeling of the Organizational Drivers of Brand Orientation Strategy in the Small Business Setting

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873105" target="_blank" >RIV/70883521:28120/15:43873105 - 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
A Conceptual Modeling of the Organizational Drivers of Brand Orientation Strategy in the Small Business Setting
Original language description
The main objective of this study was to theorize and conceptualize a model that could be used by scholars and practitioners in understanding the contingent roles that certain organizational drivers and/or resources play in shaping the brand orientation strategy of small businesses, especially growth-aspiring small businesses in emerging economies. To this end, this paper explicates the critical roles that entrepreneurial capability, enterprise core values, market orientation, Internet technology orientation, and learning climate play as processual antecedents to brand orientation strategy in the small businesses setting considering the fact that today's marketplace is increasingly becoming more of an integrated global business community. Furthermore, we highlight the moderating effect of limited financial slack in attenuating the relationship between the aforementioned strategic variables and brand orientation strategy. Consequently, we argue strongly that brand orientation strategy is
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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