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

Book Chapter

Julian, Craig C. . 2014

• نوع عمل المنشور: Research Paper
• مدينة النشر: Cheltenham, Glos GL50 2JA, UK
• اسم الجهة الناشرة: Edward Elgar Publishing Inc
• عنوان الكتاب: Research Handbook on Export Marketing
• الصفحات: 305-333

مستخلص المنشور

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.