The moderating effect of brand orientation on inter-firm market orientation and performance

TAJEDDINI, Kayhan and RATTEN, Vanessa (2017). The moderating effect of brand orientation on inter-firm market orientation and performance. Journal of Strategic Marketing, 194-224.

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While prior research has shown that market and brand orientation are key contributors to successful business performance, research to date has not fully explored how inter firm collaboration for these two key orientations can enhance business performance. The purpose of the paper is to investigate the relationship between inter-firm market and performance; to test for the moderating role of brand orientation in that relationship. A total of 169 completed pairs of surveys were collected of small and medium enterprises operating internationally in a variety of industries in Switzerland. The results show that inter-firm market and brand orientation are two antecedents of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable. This study extends previous research by examining the moderating role of brand orientation on inter firm market orientation, which is important, especially for firms wanting to increase their brand reputation by entering into partnerships with other firms. Further research is indicated, to identify the key moderators of the driving force of inter-firm market in relation to business performance and the reason why maintaining a strong brand presence is important in the international marketplace.

Item Type: Article
Departments - Does NOT include content added after October 2018: Sheffield Business School > Department of Service Sector Management
Identification Number:
Page Range: 194-224
Depositing User: Kayhan Tajeddini
Date Deposited: 25 Sep 2018 13:42
Last Modified: 18 Mar 2021 02:01

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