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. [Article]
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Tajeddini_TheModeratingEffect(Am).pdf - Accepted Version
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Tajeddini_TheModeratingEffect(Am).pdf - Accepted Version
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Abstract
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.
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