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Complementary impact of capabilities and brand orientation on SMBs performance

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dc.title Complementary impact of capabilities and brand orientation on SMBs performance en
dc.contributor.author Ciunova-Shuleska, Anita
dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Palamidovska-Sterjadovska, Nikolina
dc.relation.ispartof Journal of Business Economics and Management
dc.identifier.issn 1611-1699 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2016
utb.relation.volume 17
utb.relation.issue 6
dc.citation.spage 1270
dc.citation.epage 1285
dc.type article
dc.language.iso en
dc.publisher Taylor and Francis Inc.
dc.identifier.doi 10.3846/16111699.2016.1181101
dc.relation.uri https://journals.vgtu.lt/index.php/JBEM/article/view/2309
dc.relation.uri http://www.tandfonline.com/doi/abs/10.3846/16111699.2016.1181101
dc.subject adaptive capability en
dc.subject brand orientation en
dc.subject brand promotional capability en
dc.subject customer performance en
dc.subject e-marketing capability en
dc.subject financial performance en
dc.description.abstract The purpose of this study is to analyse the interrelationships among capabilities and brand orientation and their effect on performance of the small and medium-sized businesses. A data set of 181 effective responses is collected and Partial Least Squares was used. The main drivers of customer performance are brand orientation and adaptive and brand promotional capabilities, while financial performance is determined by brand promotional and e-marketing capabilities and by customer performance. Brand orientation directly influences adaptive and brand promotional capabilities, while e-marketing capability is positively influenced by brand promotional capability. SMBs operating in the developing economy context need to combine multiple capabilities and brand orientation with focus on building e-marketing capability to improve financial performance. This research study is one of the first in the South-eastern European context to offer evidence-based insights on the structural relations among multiple capabilities, brand orientation and the performance of SMBs. © 2016 Vilnius Gediminas Technical University (VGTU) Press. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1006936
utb.identifier.obdid 43877469
utb.identifier.scopus 2-s2.0-85006943451
utb.identifier.wok 000393085500027
utb.source j-scopus
dc.date.accessioned 2017-06-27T08:13:17Z
dc.date.available 2017-06-27T08:13:17Z
dc.description.sponsorship Internal Grant Agency of FaME TBU [IGA/FAME/2015/039]
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Osakwe, Christian Nedu
utb.fulltext.affiliation Anita CIUNOVA-SHULESKA1, Christian Nedu OSAKWE2, Nikolina PALAMIDOVSKA-STERJADOVSKA3 1, 3 Faculty of Economics, Ss.Cyril and Methodius University, Skopje, Republic of Macedonia 2 Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic E-mails: 1anita@eccf.ukim.edu.mk (corresponding author); 2osakwe@fame.utb.cz; 3nikolina@eccf.ukim.edu.mk Anita CIUNOVA-SHULESKA. PhD, Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Macedonia. Main research interests: consumer attitudes and behaviour, customer satisfaction, marketing strategies. Christian Nedu OSAKWE. PhD Candidate, Tomas Bata University in Zlin, Czech Republic. Main research interests: applied marketing research, e(m) Commerce, micro, small and medium-sized enterprises (MSMEs), and strategic marketing. Nikolina PALAMIDOVSKA-STERJADOVSKA. PhD, Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Macedonia. Main research interests: customer satisfaction, service quality, consumer behaviour and marketing strategies.
utb.fulltext.dates Received 14 July 2015; accepted 18 April 2016
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utb.fulltext.sponsorship One of the authors is deeply indebted to the Internal Grant Agency of FaME TBU (No. IGA/FAME/2015/039) for support of this work.
utb.fulltext.projects IGA/FAME/2015/039
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