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The Impact of Knowledge Management, Brand Orientation and Global Marketing Strategy on Performance

Book Chapter
Julian, Craig C. . 2014
Publication Work Type: 
Research Paper
Publishing City: 
Cheltenham, Glos GL50 2JA, UK
Publisher Name: 
Edward Elgar Publishing Inc
Book Title: 
Research Handbook on Export Marketing
Pages: 
305-333
Publication Abstract: 

Abstract
The objective of this study was to examine the impact of knowledge management and brand orientation on global marketing strategy and performance among SMEs. A total of 192 valid online questionnaires were collected from business owners and top management from firms in the ICT sector. Structural equation modelling (SEM) was employed using PLS analysis to assess the structural and measurement models for reflective and formative constructs. Our results indicate that knowledge management and brand orientation significantly positively influence global marketing strategy and performance effectiveness among ICT firms. In measuring performance, revenue, market share and customer satisfaction were statistically supported as formative indicators. The limitations and implications of the study are also discussed.