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

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

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 statě ve sborníku

Drive your knowledge be a scientist

ISBN

978-80-7454-475-0

ISSN

—

e-ISSN

—

Počet stran výsledku

12

Strana od-do

309-320

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

23. 4. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—