Complementary impact of capabilities and brand orientation on SMBs performance

Ciunova-Shuleska, Anita; Osakwe, Christian Nedu; Palamidovska-Sterjadovska, Nikolina

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	https://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