Loading...
How classical and entrepreneurial brand management increases the performance of internationalising SMEs?
Kusi, Samuel Y. Gabrielsson, P. Baumgarth, C.
Kusi, Samuel Y.
Gabrielsson, P.
Baumgarth, C.
Publication Date
2022-08
End of Embargo
Supervisor
Rights
© 2022 The Author(s). This is an Open Access article distributed under the Creative Commons CC-BY license (https://creativecommons.org/licenses/by/4.0/)
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
2022-01-03
Institution
Department
Awarded
Embargo end date
Collections
Files
Loading...
kusi_et_al_2022.pdf
Adobe PDF, 1.04 MB
Additional title
Abstract
Research is limited on how accumulated international experience and decision-making style propel internationalising SMEs toward brand orientation. Our study builds a model of the process on classical and entrepreneurial brand management principles plus the firm's applied experience and decision-making logics. An online survey of 235 internationalising SMEs found that adopted decision-making logic mediated the relationship between cumulative international experience and international brand orientation. We conclude that managers and planners must select the most appropriate approach to international brand management permitted by available international firm-specific experience if they are to achieve strong international brand orientation and superior financial performance.
Version
Published version
Citation
Kusi SY, Gabrielsson P and Baumgarth C (2022) How classical and entrepreneurial brand management increases the performance of internationalising SMEs? Journal of World Business. 57(5): 101311.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article