Strategic orientations and capabilities' effect on SMEs' performance
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 4 March 2020
Issue publication date: 1 October 2020
Abstract
Purpose
This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises' (SMEs') performance, and second, assess the complementarity effect of IO and BO on marketing capabilities and SMEs' performance.
Design/methodology/approach
A model was developed and tested using a survey methodology. Data were collected from 538 SMEs located in Qatar and analysed by structural equation modelling with AMOS.
Findings
First, IO affects SMEs' performance only indirectly via marketing capabilities, whereas BO affects SMEs' performance both directly and indirectly. Second, contrary to expectations, the complementarity between IO and BO produced a destructive/suppressive effect, rather than a synergistic effect, on both marketing capabilities and SMEs' performance, reflecting the importance of a trade-off to enhance both marketing capabilities and SMEs' performance.
Originality/value
To the authors' knowledge, this is the first paper to examine the complementary effect of BO and IO on marketing capabilities and performance.
Keywords
Citation
Alnawas, I. and Abu Farha, A. (2020), "Strategic orientations and capabilities' effect on SMEs' performance", Marketing Intelligence & Planning, Vol. 38 No. 7, pp. 829-845. https://doi.org/10.1108/MIP-11-2019-0548
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited