Muhammad Anees-ur-Rehman, Saila Saraniemi, Pauliina Ulkuniemi and Pia Hurmelinna-laukkanen
The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and…
Abstract
Purpose
The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and financial performance of business-to-business (B2B) small- and medium-sized enterprises (SMEs).
Design/methodology/approach
The questionnaire was used in a survey to collect data from 250 Finnish B2B SMEs. The sampled firms were categorized into four clusters according to a two-by-two matrix, and their relationships with the brand performance outcomes were examined using one-way ANOVA and multiple regression.
Findings
The results indicate that strategic hybrid orientation is positively related to all three dimensions of brand performance, showing that two dissimilar orientations can complement each other in improving brand performance outcomes. However, the strength of complementary interaction seems to vary depending on the degree to which brand- and market-oriented attributes dominate in a firm’s strategy.
Originality/value
This is one of the first studies to provide empirical evidence to support the concept of strategic hybrid orientation for branding in B2B SMEs. This study aims to contribute to existing research on SME branding by capitalizing on B2B branding and strategic management literatures.
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Muhammad Anees-ur-Rehman, Ho Yin Wong, Parves Sultan and Bill Merrilees
This study aims to examine the relationship between brand orientation and financial performance in business-to-business (B2B) small- and medium-sized enterprises (SMEs). It…
Abstract
Purpose
This study aims to examine the relationship between brand orientation and financial performance in business-to-business (B2B) small- and medium-sized enterprises (SMEs). It examines the impact of brand-oriented strategy on financial performance through four branding constructs, namely, internal branding, brand communication, brand awareness and brand credibility.
Design/methodology/approach
A questionnaire-based survey was conducted to collect data from 250 Finnish B2B SMEs. Confirmatory factor analysis was performed to examine the validity of the constructs, whereas structural equation modeling was used to test proposed hypotheses of the study.
Findings
The results suggest that brand orientation improves the effectiveness of brand communication and internal branding in building brand awareness and credibility. Brand awareness emphasizes an external route through brand communication, whereas brand credibility emphasizes an internal route through internal branding. Brand awareness has a positive impact on brand credibility, and brand credibility has a positive impact on financial performance, highlighting the importance of both brand performance components for financial performance.
Originality/value
This study addresses the research gap in the B2B branding literature regarding the role of branding in enhancing financial performance. The results suggest that brand-oriented strategy can contribute to financial performance through brand awareness and brand credibility in the context of B2B SMEs.
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Mokter Hossain and Muhammad Anees-ur-Rehman
– The purpose of this paper is to explore patterns and developments in the open innovation literature.
Abstract
Purpose
The purpose of this paper is to explore patterns and developments in the open innovation literature.
Design/methodology/approach
A bibliometric analysis was performed by classifying 411 articles in a range of key attributes.
Findings
Europe (61 per cent) as a region of data source was higher than all other regions together. As a unit of analysis, firm level (65 per cent) was more than all other levels together. Qualitative studies were mostly case-based, and quantitative studies were largely based on survey and panel data. Regression was a widely used analytical technique.
Originality/value
The authors identified avenues to address overlooked research topics, increase cross-continental collaboration, diversity of research methods beyond case study and survey, etc. Based on findings, the authors outlined some future research directions.
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Shubhangi Rajawat and Ritika Mahajan
This literature review aims to present the thematic and intellectual structure of sustainability in banking literature.
Abstract
Purpose
This literature review aims to present the thematic and intellectual structure of sustainability in banking literature.
Design/methodology/approach
A systematic literature review and manual content analysis of 158 studies from the Web of Science and Scopus databases has been conducted.
Findings
The study reveals three major themes: conceptualization of sustainability, measurement of sustainability performance and communication of sustainability. The review provides future research directions regarding the quality of reporting, the contribution of sustainable banking toward achieving sustainable development goals, the use of primary data for analyzing sustainable banking initiatives and distinctions in the concepts of sustainability in banking.
Originality/value
Since the beginning of the century, the literature on sustainability in banking has been prolific but heterogeneous and fragmented. Reviews have been restricted to niche areas. This review addresses the lack of a unifying paradigm for sustainability in banking literature.