IDEAS home Printed from https://ideas.repec.org/a/eee/worbus/v57y2022i5s1090951622000049.html
   My bibliography  Save this article

How classical and entrepreneurial brand management increases the performance of internationalising SMEs?

Author

Listed:
  • Kusi, Samuel Yaw
  • Gabrielsson, Peter
  • Baumgarth, Carsten

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.

Suggested Citation

  • Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
    • Handle: RePEc:eee:worbus:v:57:y:2022:i:5:s1090951622000049
    DOI: 10.1016/j.jwb.2022.101311
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1090951622000049
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jwb.2022.101311?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Tseng, Chiung-Hui & Lee, Ruby P., 2010. "Host environmental uncertainty and equity-based entry mode dilemma: The role of market linking capability," International Business Review, Elsevier, vol. 19(4), pages 407-418, August.
    2. Maria Minniti & William Bygrave, 2001. "A Dynamic Model of Entrepreneurial Learning," Entrepreneurship Theory and Practice, , vol. 25(3), pages 5-16, April.
    3. Ucbasaran, Deniz & Westhead, Paul & Wright, Mike & Flores, Manuel, 2010. "The nature of entrepreneurial experience, business failure and comparative optimism," Journal of Business Venturing, Elsevier, vol. 25(6), pages 541-555, November.
    4. Michael H. Morris & Donald F. Kuratko & Minet Schindehutte & April J. Spivack, 2012. "Framing the Entrepreneurial Experience," Entrepreneurship Theory and Practice, , vol. 36(1), pages 11-40, January.
    5. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
    6. Liwu Hsu & Susan Fournier & Shuba Srinivasan, 2016. "Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 261-280, March.
    7. Jan Johanson & Jan-Erik Vahlne, 1977. "The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 8(1), pages 23-32, March.
    8. Alexander McKelvie & Gaylen N. Chandler & Dawn R. DeTienne & Anette Johansson, 2020. "The measurement of effectuation: highlighting research tensions and opportunities for the future," Small Business Economics, Springer, vol. 54(3), pages 689-720, March.
    9. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    10. Freixanet, Joan & Renart, Gemma, 2020. "A capabilities perspective on the joint effects of internationalization time, speed, geographic scope and managers’ competencies on SME survival," Journal of World Business, Elsevier, vol. 55(6).
    11. Mika Gabrielsson, 2005. "Branding Strategies of Born Globals," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 199-222, September.
    12. Kalinic, Igor & Sarasvathy, Saras D. & Forza, Cipriano, 2014. "‘Expect the unexpected’: Implications of effectual logic on the internationalization process," International Business Review, Elsevier, vol. 23(3), pages 635-647.
    13. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    14. Diamanto Politis, 2005. "The Process of Entrepreneurial Learning: A Conceptual Framework," Entrepreneurship Theory and Practice, , vol. 29(4), pages 399-424, July.
    15. Kawai, Norifumi & Chung, Chul, 2019. "Expatriate utilization, subsidiary knowledge creation and performance: The moderating role of subsidiary strategic context," Journal of World Business, Elsevier, vol. 54(1), pages 24-36.
    16. Kusi, Samuel Yaw & Gabrielsson, Peter & Kontkanen, Minnie, 2021. "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance," International Business Review, Elsevier, vol. 30(6).
    17. Chandler, Gaylen N. & DeTienne, Dawn R. & McKelvie, Alexander & Mumford, Troy V., 2011. "Causation and effectuation processes: A validation study," Journal of Business Venturing, Elsevier, vol. 26(3), pages 375-390, May.
    18. Sea-Jin Chang & Arjen van Witteloostuijn & Lorraine Eden, 2010. "From the Editors: Common method variance in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(2), pages 178-184, February.
    19. Ad Jong & Nicolas A. Zacharias & Edwin J. Nijssen, 2021. "How young companies can effectively manage their slack resources over time to ensure sales growth: the contingent role of value-based selling," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 304-326, March.
    20. Michaela Merk & Géraldine Michel, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Post-Print hal-02045833, HAL.
    21. Black, Iain & Veloutsou, Cleopatra, 2017. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity," Journal of Business Research, Elsevier, vol. 70(C), pages 416-429.
    22. Kent Eriksson & Jan Johanson & Anders Majkgård & D Deo Sharma, 1997. "Experimental Knowledge and Costs in the Internationalization Process," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 28(2), pages 337-360, June.
    23. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
    24. Dew, Nicholas & Read, Stuart & Sarasvathy, Saras D. & Wiltbank, Robert, 2009. "Effectual versus predictive logics in entrepreneurial decision-making: Differences between experts and novices," Journal of Business Venturing, Elsevier, vol. 24(4), pages 287-309, July.
    25. Herbert A. Simon, 1993. "Strategy and organizational evolution," Strategic Management Journal, Wiley Blackwell, vol. 14(S2), pages 131-142, December.
    26. Urde, Mats & Baumgarth, Carsten & Merrilees, Bill, 2013. "Brand orientation and market orientation — From alternatives to synergy," Journal of Business Research, Elsevier, vol. 66(1), pages 13-20.
    27. Niels Noorderhaven & Anne-Wil Harzing, 2009. "Knowledge-sharing and social interaction within MNEs," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 40(5), pages 719-741, June.
    28. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    29. Shawn M Carraher & Sherry E Sullivan & Madeline M Crocitto, 2008. "Mentoring across global boundaries: an empirical examination of home- and host-country mentors on expatriate career outcomes," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(8), pages 1310-1326, December.
    30. Sinkovics, Noemi & Liu, Chia-Ling (Eunice) & Sinkovics, Rudolf R. & Mudambi, Ram, 2021. "The dark side of trust in global value chains: Taiwan’s electronics and IT hardware industries," Journal of World Business, Elsevier, vol. 56(4).
    31. Wenwen An & Charles-Clemens Rüling & Xin Zheng & Jianqi Zhang, 2020. "Configurations of effectuation, causation, and bricolage: implications for firm growth paths," Small Business Economics, Springer, vol. 54(3), pages 843-864, March.
    32. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, September.
    33. Shaker A Zahra, 2005. "A theory of international new ventures: a decade of research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(1), pages 20-28, January.
    34. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    35. Adrian Hauser & Fabian Eggers & Stefan Güldenberg, 2020. "Strategic decision-making in SMEs: effectuation, causation, and the absence of strategy," Small Business Economics, Springer, vol. 54(3), pages 775-790, March.
    36. Gelhard, Carsten & von Delft, Stephan, 2016. "The role of organizational capabilities in achieving superior sustainability performance," Journal of Business Research, Elsevier, vol. 69(10), pages 4632-4642.
    37. Morgan, Neil A. & Slotegraaf, Rebecca J. & Vorhies, Douglas W., 2009. "Linking marketing capabilities with profit growth," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 284-293.
    38. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    39. Jiang, Yi & Tornikoski, Erno T., 2019. "Perceived uncertainty and behavioral logic: Temporality and unanticipated consequences in the new venture creation process," Journal of Business Venturing, Elsevier, vol. 34(1), pages 23-40.
    40. Janell D Townsend & Sengun Yeniyurt & Mehmet Berk Talay, 2009. "Getting to global: An evolutionary perspective of brand expansion in international markets," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 40(4), pages 539-558, May.
    41. Cope, Jason, 2011. "Entrepreneurial learning from failure: An interpretative phenomenological analysis," Journal of Business Venturing, Elsevier, vol. 26(6), pages 604-623.
    42. Daniel C Feldman & David C Thomas, 1992. "Career Management Issues Facing Expatriates," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(2), pages 271-293, June.
    43. Saras Sarasvathy & K. Kumar & Jeffrey G. York & Suresh Bhagavatula, 2014. "An Effectual Approach to International Entrepreneurship: Overlaps, Challenges, and Provocative Possibilities," Entrepreneurship Theory and Practice, , vol. 38(1), pages 71-93, January.
    44. Simpson, Penny M. & Siguaw, Judy A. & Enz, Cathy A., 2006. "Innovation orientation outcomes: The good and the bad," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1133-1141, October.
    45. Merk, Michaela & Michel, Géraldine, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Journal of Business Research, Elsevier, vol. 102(C), pages 339-352.
    46. Tobias Frese & Ingmar Geiger & Florian Dost, 2020. "An empirical investigation of determinants of effectual and causal decision logics in online and high-tech start-up firms," Small Business Economics, Springer, vol. 54(3), pages 641-664, March.
    47. Bangara, Athena & Freeman, Susan & Schroder, William, 2012. "Legitimacy and accelerated internationalisation: An Indian perspective," Journal of World Business, Elsevier, vol. 47(4), pages 623-634.
    48. Reinartz, Werner & Haenlein, Michael & Henseler, Jörg, 2009. "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 332-344.
    49. Wierenga, Berend, 2011. "Managerial decision making in marketing: The next research frontier," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 89-101.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Campanella, Francesco & Serino, Luana & Battisti, Enrico & Giakoumelou, Anastasia & Karasamani, Isabella, 2023. "FinTech in the financial system: Towards a capital-intensive and high competence human capital reality?," Journal of Business Research, Elsevier, vol. 155(PA).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kusi, Samuel Yaw & Gabrielsson, Peter & Kontkanen, Minnie, 2021. "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance," International Business Review, Elsevier, vol. 30(6).
    2. Ripollés, Maria & Blesa, Andreu, 2012. "International new ventures as “small multinationals”: The importance of marketing capabilities," Journal of World Business, Elsevier, vol. 47(2), pages 277-287.
    3. Vivianna Fang He & Charlotta Sirén & Sheetal Singh & George Solomon & Georg von Krogh, 2018. "Keep Calm and Carry On: Emotion Regulation in Entrepreneurs’ Learning from Failure," Entrepreneurship Theory and Practice, , vol. 42(4), pages 605-630, July.
    4. Bai, Wensong & Johanson, Martin & Oliveira, Luis & Ratajczak-Mrozek, Milena & Francioni, Barbara, 2022. "Where business networks and institutions meet: Internationalization decision-making under uncertainty," Journal of International Management, Elsevier, vol. 28(1).
    5. Bai, Wensong & Johanson, Martin & Oliveira, Luis & Ratajczak-Mrozek, Milena, 2021. "The role of business and social networks in the effectual internationalization: Insights from emerging market SMEs," Journal of Business Research, Elsevier, vol. 129(C), pages 96-109.
    6. Fischer, Denise & Greven, Andrea & Tornow, Mark & Brettel, Malte, 2021. "On the value of effectuation processes for R&D alliances and the moderating role of R&D alliance experience," Journal of Business Research, Elsevier, vol. 135(C), pages 606-619.
    7. Daniel R Clark & Dan Li & Dean A Shepherd, 2018. "Country familiarity in the initial stage of foreign market selection," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(4), pages 442-472, May.
    8. Patel, Pankaj C. & Tsionas, Mike & Oghazi, Pejvak & Izquierdo, Vanessa, 2022. "No entrepreneur steps in the same river twice: Limited learning advantage for serial entrepreneurs," Journal of Business Research, Elsevier, vol. 142(C), pages 1038-1052.
    9. Evers, Natasha & Andersson, Svante, 2021. "Predictive and effectual decision-making in high-tech international new ventures – A matter of sequential ambidexterity," International Business Review, Elsevier, vol. 30(1).
    10. Jiang, Yi & Tornikoski, Erno T., 2019. "Perceived uncertainty and behavioral logic: Temporality and unanticipated consequences in the new venture creation process," Journal of Business Venturing, Elsevier, vol. 34(1), pages 23-40.
    11. Ioanna Deligianni & Irini Voudouris & Spyros Lioukas, 2017. "Do Effectuation Processes Shape the Relationship between Product Diversification and Performance in New Ventures?," Entrepreneurship Theory and Practice, , vol. 41(3), pages 349-377, May.
    12. Maria Uzhegova & Lasse Torkkeli, 2023. "Business responsibility and effectuation in internationalized SMEs," International Entrepreneurship and Management Journal, Springer, vol. 19(1), pages 47-69, March.
    13. Farhad Uddin Ahmed & Louis Brennan, 2019. "The impact of Founder’s human capital on firms’ extent of early internationalisation: Evidence from a least-developed country," Asia Pacific Journal of Management, Springer, vol. 36(3), pages 615-659, September.
    14. Jeong Hugh Han & Hyun-Yong Park, 2019. "Sustaining Small Exporters’ Performance: Capturing Heterogeneous Effects of Government Export Assistance Programs on Global Value Chain Informedness," Sustainability, MDPI, vol. 11(8), pages 1-24, April.
    15. Calabrò, Andrea & Campopiano, Giovanna & Basco, Rodrigo & Pukall, Thilo, 2017. "Governance structure and internationalization of family-controlled firms: The mediating role of international entrepreneurial orientation," European Management Journal, Elsevier, vol. 35(2), pages 238-248.
    16. Johanson, Martin & Martín Martín, Oscar, 2015. "The incremental expansion of Born Internationals: A comparison of new and old Born Internationals," International Business Review, Elsevier, vol. 24(3), pages 476-496.
    17. Tamara Galkina & Sylvie Chetty, 2015. "Effectuation and Networking of Internationalizing SMEs," Management International Review, Springer, vol. 55(5), pages 647-676, October.
    18. Sadeghi, Arash & Aliasghar, Omid & Bouguerra, Abderaouf, 2023. "Unpacking the relationship between post-entry speed of internationalization and export performance of SMEs: A capability-building perspective," Journal of International Management, Elsevier, vol. 29(1).
    19. Chetty, Sylvie & Johanson, Martin & Martín Martín, Oscar, 2014. "Speed of internationalization: Conceptualization, measurement and validation," Journal of World Business, Elsevier, vol. 49(4), pages 633-650.
    20. Han, Jeong Hugh, 2023. "Does ‘born digital’ mean ‘being global’ in characterizing millennial consumers in a less developed country context? – An empirical study in Myanmar," Technological Forecasting and Social Change, Elsevier, vol. 195(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:worbus:v:57:y:2022:i:5:s1090951622000049. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/620401/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.