Show simple item record

dc.contributor.authorLaukkanen, Tommi
dc.contributor.authorTuominen, Sasu
dc.contributor.authorReijonen, Helen
dc.contributor.authorHirvonen, Saku
dc.date.accessioned2016-06-29T06:36:28Z
dc.date.available2016-06-29T06:36:28Z
dc.date.issued2015-12-22
dc.identifier10.1080/0267257X.2015.1122659
dc.identifier.citationDoes market orientation pay off without brand orientation? A study of small business entrepreneurs Tommi Laukkanen , Sasu Tuominen , Helen Reijonen , Saku Hirvonen Journal of Marketing Management Vol. 32, Iss. 7-8, 2016fi_FI
dc.identifier.issn0267-257X
dc.identifier.urihttps://erepo.uef.fi/handle/123456789/105
dc.descriptionArticle
dc.description.abstractMarket orientation and brand orientation are usually modelled as distinct antecedents of business performance, and the simultaneous performance effects of these orientations are empirically under-explored. Moreover, studies of market orientation and branding tend to focus on large corporations and the views of managers rather than the views of small business entrepreneurs. Addressing these research gaps, the current study explores market orientation and brand orientation by empirically testing their simultaneous effects on the business performance of small firms. Using primary data from 328 effective responses gathered from small business entrepreneurs, the study finds that market orientation improves the financial performance of a small firm only if it is implemented through brand orientation and eventually translated into brand performance. The results further indicate that older firms benefit more than younger firms from investing in branding, while younger firms benefit from paying attention to the actions of their rivals.fi_FI
dc.language.isoenfi_FI
dc.publisherInforma UK Limitedfi_FI
dc.relation.ispartofseriesJournal of Marketing Management
dc.relation.urihttp://dx.doi.org/10.1080/0267257X.2015.1122659
dc.rightsAll rights reserved
dc.subjectMarket orientationfi_FI
dc.subjectbrand orientationfi_FI
dc.subjectbrand performancefi_FI
dc.subjectfinancial performancefi_FI
dc.subjectfirm agefi_FI
dc.titleDoes market orientation pay off without brand orientation? A study of small business entrepreneursfi_FI
dc.typehttp://purl.org/eprint/type/JournalArticle
dc.description.versionFinal Draft
dc.contributor.departmentSciences and Business Studies
uef.solecris.id36932500
eprint.statushttp://purl.org/eprint/status/PeerReviewed
dc.type.publicationinfo:eu-repo/semantics/article
dc.rights.accessrights© Westburn Publishers Ltd
dc.relation.doi10.1080/0267257X.2015.1122659
dc.description.reviewstatushttp://purl.org/eprint/status/PeerReviewed
dc.format.pagerange673-694
dc.relation.issn0267-257X
dc.relation.volume32


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record