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How brand-oriented culture and entrepreneurial orientation influence financial services SMEs financial performance? An empirical study

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dc.title How brand-oriented culture and entrepreneurial orientation influence financial services SMEs financial performance? An empirical study en
dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Ogbonna, Benson U.
dc.relation.ispartof Finance and Performance of Firms in Science, Education and Practice 2015
dc.identifier.isbn 978-80-7454-482-8
dc.date.issued 2015
dc.citation.spage 1123
dc.citation.epage 1132
dc.event.title 7th International Scientific Conference on Finance and Performance of Firms in Science, Education and Practice
dc.event.location Zlín
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2015-04-23
dc.event.edate 2015-04-24
dc.type conferenceObject
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně (UTB)
dc.publisher Tomas Bata University in Zlín en
dc.relation.uri http://www.ufu.utb.cz/konference/sbornik2015.pdf
dc.subject brand-oriented culture en
dc.subject entrepreneurial orientation en
dc.subject financial performance en
dc.subject financial services SMEs en
dc.subject Nigeria en
dc.subject workforce motivation en
dc.description.abstract This paper is aimed at examining the interplay between brand-oriented culture, entrepreneurial orientation, workforce motivation and the financial performance of SMEs in a selected services sector, that of the financial services industry and in the context of a Sub-Saharan African economy. The contributions of this article to the fledgling SMEs marketing literature are threefold. First, we show that a brand-oriented culture is positively associated with a service-oriented enterprise financial performance. Second, we provide empirical support that workforce motivation is a direct antecedent of both entrepreneurial orientation and financial performance of this set of service-oriented SMEs. Third, we show that the complementarity of brand-oriented culture and entrepreneurial orientation is a key predictor of SMEs financial performance. Our study equally shows that in terms of relative strength, the complementary effect of brand-oriented culture and entrepreneurial orientation exceeds the individual effects of both on SMEs financial performance. Arguably, ours is the first quantitative study to report this particular finding in the SMEs marketing literature. More importantly, we have offered some strategic insights that could help deepen practitioners' understandings on how they could go about unlocking more marketing opportunities in the marketplace and ultimately become more financially successful in a rapidly changing business environment that is fuelled in part by ongoing technological advances, changing consumers' preferences, and hypercompetition. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1006494
utb.identifier.obdid 43873532
utb.identifier.wok 000374107300089
utb.source d-wok
dc.date.accessioned 2016-07-26T14:58:39Z
dc.date.available 2016-07-26T14:58:39Z
utb.contributor.internalauthor Osakwe, Christian Nedu
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