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Enhancing Organizational Performance of International SMEs through Inter-Firm Marketing Collaborations

Tajeddini, Kayhan LU ; Elg, Ulf LU and Pervez N, Ghauri (2015) In International Marketing in the Fast Changing World 26. p.109-133
Abstract
Purpose
The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.

Methodology/approach
The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression... (More)
Purpose
The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.

Methodology/approach
The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression analysis.

Findings
Inter-firm market and entrepreneurial orientation have a significant positive influence of both market and financial performance. However, no significant impact was found for inter-firm brand orientation.

Originality/value
We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
international SMEs, brand orientation, entrepreneurial orientation, market orientation, Inter-firm collaboration
categories
Higher Education
Popular Science
in
International Marketing in the Fast Changing World
editor
Stöttinger, Barbara; Schlegelmilch, Bodo B.; Zou, Shaoming; ; and
volume
26
pages
109 - 133
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:84945263360
ISSN
1474-7979
ISBN
978-1-78560-233-7
978-1-78560-232-0
DOI
10.1108/S1474-797920150000026006
language
English
LU publication?
yes
id
6f299bf7-4367-410f-beda-fdd0a7dcb66d (old id 8166908)
date added to LUP
2015-11-12 15:17:09
date last changed
2017-07-09 03:55:02
@inbook{6f299bf7-4367-410f-beda-fdd0a7dcb66d,
  abstract     = {Purpose<br/>The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.<br/><br/>Methodology/approach<br/>The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression analysis.<br/><br/>Findings<br/>Inter-firm market and entrepreneurial orientation have a significant positive influence of both market and financial performance. However, no significant impact was found for inter-firm brand orientation.<br/><br/>Originality/value<br/>We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies.},
  author       = {Tajeddini, Kayhan and Elg, Ulf and Pervez N, Ghauri},
  editor       = {Stöttinger, Barbara and Schlegelmilch, Bodo B. and Zou, Shaoming},
  isbn         = { 978-1-78560-233-7},
  issn         = {1474-7979},
  keyword      = {international SMEs,brand orientation,entrepreneurial orientation,market orientation,Inter-firm collaboration},
  language     = {eng},
  pages        = {109--133},
  publisher    = {Emerald Group Publishing Limited},
  series       = {International Marketing in the Fast Changing World},
  title        = {Enhancing Organizational Performance of International SMEs through Inter-Firm Marketing Collaborations},
  url          = {http://dx.doi.org/10.1108/S1474-797920150000026006},
  volume       = {26},
  year         = {2015},
}