Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence
TLDR
In this paper, the authors examined the role of brand orientation and market-sensing capability in relation to the profitability of SMEs in the context of a financial intermediation sector.Abstract:
The key question among policy makers and marketing scholars alike is 'how can SMEs become more financially viable?' bearing in mind that we now live in a highly globalized society that is driven by technological, social and economic forces. Consequently, for SMEs to become more financially viable in the changing business landscape, it becomes more imperative now than ever before for this set of enterprises to develop some core business orientations and/or capabilities, particularly that of brand orientation and market-sensing capability. Against this backdrop, the current article examines the role of brand orientation and market-sensing capability in relation to the profitability of SMEs in the context of a financial intermediation sector. Based on the findings from 119 surveyed financial services SMEs in one of Africa’s largest economies, we have empirical support that both brand orientation and market-sensing capability contribute significantly to SMEs profitability. Our results demonstrate the need for SMEs in the African financial intermediation sector to develop an 'in-house' branding culture that takes into cognizance 'local' market conditions, and more particularly employee involvement. More so, SMEs should endeavour to develop market-sensing capability given that this unique capability is key to unlocking both present and future marketing opportunities.read more
Citations
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Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review
TL;DR: In this paper, a framework that links market-sensing capability, firm innovativeness, brand management systems, and firm performance is proposed, based on resource based theory (RBT) and dynamic capability theory.
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Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy
TL;DR: In this article, an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance was conducted, and the results showed that the impact of these factors on the performance of marketing was significant.
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Crafting an Effective Brand Oriented Strategic Framework for Growth-Aspiring Small Businesses: A Conceptual Study
TL;DR: In this paper, the authors study the role of decision-making rationality, entrepreneurial capability, enterprise core values, market orientation, Internet technology orientation, and learning climate play as processual antecedents to brand orientation in the small businesses setting.
Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation
TL;DR: In this article, the authors examined the effect of market sensing and interaction orientation capabilities on the marketing performance of service based firms in Ghana and explored the moderation effect of interaction orientation capability on the relationship between market senses and firm performance of the service firms.
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