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Crafting an effective brand oriented strategic framework for growth-aspiring small businesses: A conceptual study

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dc.title Crafting an effective brand oriented strategic framework for growth-aspiring small businesses: A conceptual study en
dc.contributor.author Osakwe, Christian Nedu
dc.relation.ispartof Qualitative Report
dc.identifier.issn 1052-0147 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2016
utb.relation.volume 21
utb.relation.issue 2
dc.citation.spage 163
dc.citation.epage 177
dc.type article
dc.language.iso en
dc.publisher Nova Southeastern University
dc.relation.uri http://nsuworks.nova.edu/tqr/vol21/iss2/1/
dc.subject Brand orientation strategy en
dc.subject Emerging economies en
dc.subject Organizational drivers en
dc.subject Processual antecedents en
dc.subject RBV en
dc.subject Small businesses en
dc.description.abstract 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 decision-making rationality, entrepreneurial capability, enterprise core values, market orientation, Internet technology orientation, and learning climate might play as processual antecedents to brand orientation strategy in the small businesses setting. Furthermore, the author highlights the moderating effects of the twin foci of financial slack and structural capital in respectively attenuating/amplifying the relationship between the aforementioned strategic variables and brand orientation strategy. Consequently, the author asserts that brand orientation strategy is without a doubt, one of the key micro-foundations for small businesses to effectively achieving a high degree of customer-centric performance outcomes. © 2016, Christian Nedu Osakwe and Nova Southeastern University. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1006237
utb.identifier.obdid 43875086
utb.identifier.scopus 2-s2.0-84957104951
utb.identifier.wok 000370595500001
utb.source j-scopus
dc.date.accessioned 2016-04-28T10:53:10Z
dc.date.available 2016-04-28T10:53:10Z
dc.rights Attribution-ShareAlike 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-sa/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Osakwe, Christian Nedu
utb.fulltext.affiliation Christian Nedu Osakwe Tomas Bata University, osakwe@fame.utb.cz
utb.fulltext.dates -
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