The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets

Helen Reijonen*, Saku Hirvonen, Gábor Nagy, Tommi Laukkanen, Mika Gabrielsson

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

78 Citations (Scopus)

Abstract

This study examines the relation between entrepreneurial orientation and brand orientation in industrial small andmedium-sized enterprises (SMEs) and the extent towhich the two contribute to business growth in emerging markets. The authors develop and empirically test a structuralmodel using data collected fromHungary, a country that has undergone a political and economic transition during the past two decades since the fall of the iron curtain. The results show that entrepreneurial orientation has a positive effect on business growth in emerging markets, whereas brand orientation has an adverse effect. Furthermore, the study examines whether there are differences (1) between B2B firms and B2C firms operating in emerging markets and (2) between B2B firms operating in emerging markets (Hungary) and in developed markets (Finland). The results from comparative analyses suggest that while B2B firms and B2C firms do not differ significantly from each other, there are notable differences between emerging markets and developed markets. Specifically, the study finds that although brand orientation does not contribute to business growth in Hungarian B2B firms, it has a positive effect on growth in B2B firms operating in Finland.

Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Volume51
Pages (from-to)35-46
Number of pages12
ISSN0019-8501
DOIs
Publication statusPublished - 2015
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Brand orientation
  • Business growth
  • Emerging and developed markets
  • Entrepreneurial orientation
  • Small and medium-sized enterprises

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