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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název periodika

Periodica Polytechnica Social and Management Sciences

ISSN

1587-3803

e-ISSN

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Svazek periodika

1

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

HU - Maďarsko

Počet stran výsledku

7

Strana od-do

1-7

Kód UT WoS článku

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EID výsledku v databázi Scopus

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