تاثیر گرایش به کارآفرینی بر برندینگ محصولات صنعتی و رشد کسب و کار در بازارهای نوظهور

نویسندگان

1 گروه مدیریت، واحد علی‌آبادکتول، دانشگاه آزاداسلامی، علی‌آباد کتول، ایران نویسنده مسئول *

2 باشگاه پژوهشگران جوان و نخبگان، واحد علی‌آباد کتول، دانشگاه آزاد اسلامی، علی‌آباد کتول، ایران

چکیده

این مقاله به بررسی رابطه بین گرایش به کارآفرینی و گرایش به برند در شرکت‌های کوچک و متوسط فعال در بازارهای بازارهای صنعتی وسهم و نقش هر یک از این دو عامل در رشد کسب و کار در بازارهای نوظهور می‌پردازد. نویسندگان در این تحقیق یک مدل ساختاری با استفاده از داده‌های جمع آوری شده از کشور مجارستان طراحی و به صورت تجربی مورد بررسی قرار دادند. مجارستان کشوری است که در طول دو دهه گذشته و از زمان سقوط دیوار آهنین دستخوش تحولات سیاسی و اقتصادی فراوانی بوده است. نتایج حاکی از آن است که گرایش به کارآفرینی دارای اثر مثبتی بر رشد کسب و کار در بازارهای نوظهور است، در حالی که گرایش به برند دارای اثر منفی می‌باشد. علاوه بر این، تحقیق حاضر به دنبال آن است تا مشخص کندکه آیا بین شرکت‌های فعال در بازارهای صنعتی و شرکت‌های فعال در بازارهای مصرف‌کننده نهایی بازارهای نوظهور و بین شرکت‌های بازاریابی صنعتی فعال در بازارهای نوظهور (مجارستان) و بازارهای توسعه یافته (فنلاند) تفاوتی وجود دارد. نتایج حاصل از تجزیه و تحلیل مقایسه‌ای نشان می‌دهد در حالی که شرکت‌های بازارهای صنعتی و شرکت‌های بازارهای مصرف‌کننده تفاوت معناداری با یکدیگر ندارند، ولی بین بازارهای نوظهور و توسعه یافته تفاوت‌های قابل توجهی دیده می‌شود. مطالعه حاضر نشان می‌دهد اگرچه جهت‌گیری برند سهمی در رشد کسب و کار شرکت‌های بازارهای صنعتی در مجارستان ندارد ولی دارای تاثیر مثبت بر رشد همین شرکت‌ها در فنلاند می‌باشد.

کلیدواژه‌ها


Aaker, D.A., Measuring brand equity across products and markets. California Management Review, 38(3), 102–120, 1996.
Agarwal, S., Erramilli, M.K., & Dev, C.S., Market orientation and performance in service firms: Role of innovation. Journal of Services Marketing, 17(1), 68–82, 2003.
Ahmad, R., & Buttle, F., Customer retention: A potentially potent marketing management strategy. Journal of Strategic Marketing, 9(1), 29–45, 2001.
Ailawadi, K.L., Lehmann, D.R., & Neslin, S.A., Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1–17, 2003.
Alsem, K.J., & Kostelijk, E., Identity based marketing: A new balanced marketing paradigm. European Journal of Marketing, 42(9/10), 907–914, 2008.
Armstrong, J. S., & Overton, T. S. Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14, 396–402, 1977.
Baker,W.E., & Sinkula, J.M. The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses. Journal of Small Business Management, 47(4), 443–464, 2009.
Baumgarth, C., “Living the Brand”: Brand orientation in the business-to-business sector. European Journal of Marketing, 44(5), 653–671, 2010.
Baumgarth, C., Merrilees, B., & Urde, M., Brand orientation: Past, present, and future. Journal of Marketing Management, 29(9-10), 973–980, 2013.
Bendixen, M., Bukasa, K.A., & Abratt, R., Brand equity in the business-to-business market. Industrial Marketing Management, 33(5), 371–380, 2004.
Beverland, M., Napoli, J., & Lindgreen, A. (2007). Industrial global brand leadership: A capabilities view. Industrial Marketing Management, 36(8), 1082–1093.
Brïdson, K., & Evans, J., The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8), 403–411, 2004.
Byrne, B.M., Testing for multigroup invariance using AMOS Graphics: A road less travelled. Structural Equation Modeling: A Multidisciplinary Journal, 11(2), 272–300, 2004.
Cadogan, J.W., International marketing, strategic orientations and business success: Reflections on the path ahead. International Marketing Review, 29(4), 340–348, 2012.
Chen, Y.C., Li, P.C., & Evans, K.R. (2012). Effects of interaction and entrepreneurial orientation on organizational performance: Insights into market driven and market driving. Industrial Marketing Management, 41(6), 1019–1034.
Cheung, G.W., & Rensvold, R.B., Evaluating goodness-of-fit indexes for testing measurement invariance. Structural Equation Modeling: A Multidisciplinary Journal, 9(2), 233–255, 2002.
Dess, G.G., & Lumpkin, G.T., The role of entrepreneurial orientation in stimulating effective corporate entrepreneurship. Academy of Management Executive, 19(1), 147–156, 2005.
Doyle, P., Building successful brands: The strategic options. Journal of Marketing Management, 5(1), 77–95, 1989.
Eccles, R.G., The performance measurement manifesto. Harvard Business Review, 69(1), 131–137, 1991.
Egan, J., Relationship Marketing: Exploring Relational Strategies Inmarketing (third ed.). Essex, England: Prentice Hall, 2008.
Filatotchev, I., Liu, X., Buck, T., &Wright, M., Offshoring administrative and technical work: Implications for globalization, corporate strategies, and organizational designs. Journal of International Business Studies, 40(6), 1005–1021, 2009.
Fornell, C., & Larcker, F. D., Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50, 1981.
Gao, G.Y., Zhou, K.Z., & Yim, C.K.B., On what should firms focus in transitional economies? A study of the contingent value of strategic orientations in China. International Journal of Research in Marketing, 24(1), 3–15, 2007.
Ghalayini, A.M., & Noble, J.S., The changing basis of performance measurement. International Journal of Operations & Production Management, 16(8), 63–80, 1996.
Gilmore, A., Carson, D., & Grant, K., SME marketing in practice. Marketing Intelligence & Planning, 19(1), 6–11, 2001.
Glynn, M.S., Primer in B2B brand-building strategies with a reader practicum. Journal of Business Research, 65(5), 666–675, 2012.
Golden, A., Doney, P.M., Johnson, D.M., & Smith, J.R., The dynamics of a marketing orientation in transition economies: A study of Russian firms. Journal of International Marketing, 3(2), 29–49, 1995.
González-Benito, Ó., González-Benito, J., & Munõz-Gallego, P., Role of entrepreneurship and market orientation in firms' success. European Journal of Marketing, 43(3), 500–522, 2009.
Grinstein, A., The relationship between market orientation and alternative strategic orientations: A meta-analysis. European Journal of Marketing, 42(1/2), 115–134, 2008.
Gromark, J., & Melin, F., The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management , 18(6), 394–410, 2011.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E., Multivariate Data Analysis (7th ed.). Upper Saddle River, New Jersey: Prentice Hall, 2010.
Hankinson, P., Brand orientation in the charity sector: A framework for discussion and research. International Journal of Nonprofit and Voluntary Sector Marketing, 6(3), 231–242, 2001.
Hankinson, G., The measurement of brand orientation, its performance impact, and the role of leadership in the context of destination branding: An exploratory study. Journal of Marketing Management, 28(7-8), 974–999, 2012.
Harris, F., & de Chernatony, L., Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441–456, 2001.
Hills, G.E., Hultman, C.M., & Miles, M.P., The evolution and development of entrepreneurial marketing. Journal of Small Business Management, 46(1), 99–112, 2008.
Hirvonen, S., & Laukkanen, T., Brand orientation in small firms: An empirical test of the impact on brand performance. Journal of Strategic Marketing, 22(1), 41–58, 2014.
Hirvonen, S., Laukkanen, T., & Reijonen, H., The brand orientation–performance relationship: An examination of moderation effects. Journal of Brand Management, 20(8), 623–641, 2013.
Homburg, C., & Pflesser, C., A multiple layermodel of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research, 37(4), 449–462, 2000.
Horan, G., O'Dwyer, M., & Tiernan, S., Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25(2), 114–121, 2011.
Huang, Y. -T., & Tsai, Y. -T., Antecedents and consequences of brand-oriented companies. European Journal of Marketing, 47(11/12), 2020–2041, 2013.
Hughes, M., & Morgan, R.E., Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth. Industrial Marketing Management, 36(5), 651–661, 2007.
Hutton, J.G., A study of brand equity in an organizational-buying context. Journal of Product and Brand Management, 6(6), 428–439, 1997.
Keller, K.L., Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22, 1993.
Keller, K.L., The brand report card. Harvard Business Review, 78(1), 147–157, 2000.
Krake, F.B.G.F.M., Successful brand management in SMEs: A new theory and practical hints. Journal of Product and Brand Management, 14(4), 228–238, 2005.
Kuhn, K. -A.L., Alpert, F., & Pope, N.K.L.I., An application of Keller's brand equity model in a B2B context. Qualitative Market Research: An International Journal, 11(1), 40–58, 2008.
Lassar,W., Mittal, B., & Sharma, A., Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19, 1995.
Laukkanen, T., Nagy, G., Hirvonen, S., Reijonen, H., & Pasanen, M., The effect of strategic orientations on business performance in SMEs: A multigroup analysis comparing Hungary and Finland. International Marketing Review, 30(6), 510–535, 2013.
Lee, S.M., & Peterson, S.J., Culture, entrepreneurial orientation, and global competitiveness. Journal of World Business, 35(4), 401–416, 2000.
Leek, S., & Christodoulides, G., A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management, 40(6), 830–837, 2011.
Leek, S., & Christodoulides, G., A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), 106–114, 2012.
Li, Y., Zhao, Y., Tan, J., & Liu, Y., Moderating effects of entrepreneurial orientation on market orientation–performance linkage: Evidence from Chinese small firms. Journal of Small Business Management, 46(1), 113–133, 2008.
Liu, S.S., Luo, X., & Shi, Y.Z., Market oriented organizations in an emerging economy: A study of missing links. Journal of Business Research, 56(6), 481–491, 2003.
Lumpkin, G.T., & Dess, G.G., Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21(1), 135–172, 1996.
Mäläskä,M., Saraniemi, S., & Tähtinen, J., Network actors' participation in B2B SME branding. Industrial Marketing Management, 40(7), 1144–1152, 2011.
Manolova, T.S., Eunni, R.V., & Gyoshev, B.S., Institutional environments for entrepreneurship: Evidence from emerging economies in Eastern Europe. Entrepreneurship: Theory and Practice, 32(1), 203–218, 2008.
Merrilees, B., A theory of brand-led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403–415, 2007.
Merrilees, B., Rundle-Thiele, S., & Lye, A., Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368–375, 2011.
Michell, P., King, J., & Reast, J., Brand values related to industrial products. Industrial Marketing Management, 30(5), 415–425, 2001.
Miller, D., The structural and environmental correlates of business strategy. Strategic Management Journal, 8, 55–76, 1987.
Mudambi, S., Branding importance in business-to-business markets. Three buyer clusters. Industrial Marketing Management, 31(6), 525–533, 2002.
Napoli, J., The impact of nonprofit brand orientation on organizational performance. Journal of Marketing Management, 22(7-8), 673–694, 2006.
Neely, A., The performance measurement revolution: Why now and what next? International Journal of Operations & Production Management, 19(2), 205–228, 1999.
Noble, C., Sinha, R., & Kumar, A., Market orientation and alternative strategic orientations: A longitudinal assessment of performance implications. Journal of Marketing, 66(4), 25–39, 2002.
Ohnemus, L., B2B branding: A financial burden for shareholders? Business Horizons, 52(2), 159–166, 2009.
Ojasalo, J., Nätti, S., & Olkkonen, R., Brand building in software SMEs: An empirical study. Journal of Product and Brand Management, 17(2), 92–107, 2008.
Podsakoff, P.M.,MacKenzie, S.B., Lee, J. -Y., & Podsakoff, N.P., Common method bias in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903, 2003.
Rauch, A., Wiklund, J., Lumpkin, G.T., & Frese, M., Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future. Entrepreneurship: Theory and Practice, 33(3), 761–787, 2009.
Raymond, L., & St-Pierre, J., Customer dependency in manufacturing SMEs: Implications for R&D and performance. Journal of Small Business and Enterprise Development, 11(1), 23–33, 2004.
Reijonen, H., Párdányi, S., Tuominen, S., Laukkanen, M., & Komppula, R., Are growth-oriented SMEs more likely to adopt market and brand orientations? Journal of Small Business and Enterprise Development, 21(2), 250–264, 2014.
Rong, B., & Wilkinson, I.F., What do managers' survey responses mean and what affects them? The case of market orientation and firm performance. Australasian Marketing Journal, 19(3), 137–147, 2011.
Scase, R., The role of small businesses in the economic transformation of Eastern Europe: Real but relatively unimportant. International Small Business Journal, 16(1), 13–21, 1997.
Schuh, A., Brand strategies of Western MNCs as drivers of globalization in Central and Eastern Europe. European Journal of Marketing, 41(3/4), 274–291, 2007.
Sheehan, K.B., E-mail survey response rates: A review. Journal of Computer- Mediated Communication, 6(2), 2001.
Simões, C., & Dibb, S., Rethinking the brand concept: New brand orientation. Corporate Communications: An International Journal, 6(4), 217–224, 2001.
Smart, D.T., & Conant, J.S., Entrepreneurial orientation, distinctive marketing competencies and organizational performance. Journal of Applied Business Research, 10(3), 28–38, 1994.
Steenkamp, J. -B.E.M., & Baumgartner, H., Assessing measurement invariance in cross-national consumer research. Journal of Consumer Research, 25(1), 78–90, 1998.
Stokes, D., Putting entrepreneurship into marketing: The processes of entrepreneurial marketing. Journal of Research in Marketing & Entrepreneurship, 2(1), 1–16, 2000.
Storbacka, K., Strandvik, T., & Grönroos, C., Managing customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21–38, 1994.
Tan, J., Characteristics of regulatory environment and impact on entrepreneurial strategic orientations: An empirical study of Chinese private entrepreneurs. Entrepreneurship: Theory and Practice , 21, 31–44, 1996.
Tan, J., & Tan, D., Environment–strategy co-evolution and co-alignment: A staged model of Chinese SOEs under transition. Strategic Management Journal, 26(2), 141–157, 2005.
Urde, M., Brand orientation: A mindset for building brands into strategic resources. Journal of Marketing Management, 15(1-3), 117–133, 1999.
Urde, M., Baumgarth, C.,&Merrilees, B., Brand orientation and market orientation- From alternatives to synergy. Journal of Business Research, 66(1), 13–20, 2013.
Venkatraman, N., & Ramanujam, V., Measurement of business performance in strategy research: A comparison of approaches. Academy of Management Review, 11(4), 801–814, 1986.
Walley, K., Custanne, P., Taylor, S., Lindgreen, A., & Hingley, M., The importance of brand in the industrial purchase decision: A case study of the UK tractor market. Journal of Business & Industrial Marketing, 22(6), 383–393, 2007.
Weinzimmer, L., Nystrom, P., & Freeman, S., Measuring organizational growth: Issues, consequences and guidelines. Journal of Management , 24(2), 235–262, 1998.
Wiklund, J., & Shepherd, D., Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium-sized businesses. Strategic Management Journal, 24(13), 1307–1314, 2003.
Wiklund, J., & Shepherd, D., Entrepreneurial orientation and small business performance: A configurational approach. Journal of Business Venturing, 20(1), 71–91, 2005.
Wilson, P., & Gorb, P., How large and small firms can grow together. Long Range Planning, 16(2), 19–27, 1983.
Wong, H.Y., & Merrilees, B., A brand orientation typology for SMEs: A case research approach. Journal of Product and Brand Management, 14(3), 155–162, 2005.
Wong, H.Y., & Merrilees, B., Closing the marketing strategy to performance gap: The role of brand orientation. Journal of Strategic Marketing, 15(5), 387–402, 2007.
Wong, H.Y., & Merrilees, B., The performance benefits of being brand-oriented. Journal of Product and Brand Management, 17(6), 372–383, 2008.
Wood, L., Brands and brand equity:Definition and management. Management Decision, 38(9), 662–669, 2000.
Xie, H.Y., & Boggs, D.J., Corporate branding versus product branding in emerging markets: A conceptual framework. Marketing Intelligence & Planning, 24(4), 347–364, 2006.
Zhou, K.Z., Gao, G.Y., Yang, Z., & Zhou, N., Developing strategic orientation in China: Antecedents and consequences of market and innovation orientations. Journal of Business Research, 58(8), 1049–1058, 2005.