Enhancing organizational performance of international SMEs through inter-firm marketing collaborations

TAJEDDINI, Kayhan, ELG, Ulf and GHAURI, Pervez (2015). Enhancing organizational performance of international SMEs through inter-firm marketing collaborations. In: STOTTINGER, Barbara, SCHLEGELMILCH, Bodo and ZOU, Shaoming, (eds.) International marketing in the fast changing world. Advances in international marketing (26). Emerald, 109-133.

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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 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.

Item Type:	Book Section
Additional Information:	Series ISSN: 1474-7979 Series editor(s): Professor Shaoming Zou
Research Institute, Centre or Group - Does NOT include content added after October 2018:	Sheffield Business School Research Institute > Service Sector Management
Departments - Does NOT include content added after October 2018:	Sheffield Business School > Department of Service Sector Management
Identification Number:	https://doi.org/10.1108/S1474-797920150000026006
Page Range:	109-133
Depositing User:	Kayhan Tajeddini
Date Deposited:	25 Sep 2018 13:51
Last Modified:	18 Mar 2021 02:55
URI:	https://shura.shu.ac.uk/id/eprint/22530

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