Corporate identity, customer orientation and performance of SMEs: Exploring the linkages

被引：19
|
作者：
Maurya, Upendra [1 ]
Mishra, Prahlad [2 ]
Anand, Sandip [3 ]
Kumar, Niraj [4 ]
机构：
[1] Natl Inst Micro, Sch Enterpreneurship & Extens, Small & Medium Enterprises, Hyderabad, Andhra Pradesh, India
[2] Xavier Univ, Xavier Inst Management, Dept Econ & Gen Management, Bhubaneswar, Orissa, India
[3] Xavier Univ, Xavier Inst Management, Dept Mkt, Bhubaneswar, Orissa, India
[4] Xavier Univ, Xavier Inst Management, Dept Rural Management, Bhubaneswar, Orissa, India
来源：
IIMB MANAGEMENT REVIEW | 2015年 / 27卷 / 03期
关键词：
Corporate identity; Customer orientation; Performance; Small and medium enterprises; SMEs; Food processing sector; B2C;
D O I：
10.1016/j.iimb.2015.05.001
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
This research aims to explore the impact of corporate identity (CI) on performance in B2C small and medium enterprises (SMEs) in food processing, with varying degrees of customer orientation (CO). The research is embedded in the positivistic paradigm. Based on a literature review, a conceptual model (consisting of five hypotheses) has been tested with 102 samples using PLS-SEM tool. This study establishes the mediating role of CO on the CI and performance linkage, it provides empirical evidence to CI and performance linkage, and makes an incremental contribution by extension of theory of CI and CO in the given context. (C) 2015 Production and hosting by Elsevier Ltd on behalf of Indian Institute of Management Bangalore.
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页码：159 / 174
页数：16
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