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Journal|[J]Journal of World BusinessVolume 57, Issue 5. 2022.
MT经典和创业型品牌管理如何提高国际化中小企业的绩效?
How classical and entrepreneurial brand management increases the performance of internationalising SMEs?
摘要 / Abstract
MT
关于积累的国际经验和决策风格如何推动中小企业国际化向品牌化方向发展的研究有限。我们的研究构建了一个经典和创业品牌管理原则加上事务所应用经验和决策逻辑的过程模型。一项针对235家国际化中小企业的在线调查发现,采用决策逻辑中介了累积国际经验与国际品牌导向之间的关系。我们的结论是,管理者和规划者要想实现较强的国际品牌导向和优越的财务绩效,就必须选择现有国际企业特定经验所允许的最合适的国际品牌管理方式。
原文
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.
关键词 / Keywords
核心评价 / Indexed by
Scopus; SSCI; WAJCI; INSPEC;
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