Web of Science: 12 cites, Scopus: 15 cites, Google Scholar: cites
Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs) : Gender Gap and Inter-Country Context
Butkouskaya, Vera (Universitat Autònoma de Barcelona. Departament d'Empresa)
Llonch i Andreu, Joan (Universitat Autònoma de Barcelona. Departament d'Empresa)
Alarcón del Amo, María del Carmen (Universitat Autònoma de Barcelona. Departament d'Empresa)

Data: 2020
Resum: Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecedent of integrated marketing communications' (IMC) successful implementation directed at improving SMEs' performance, with additional focus on the institutional inter-country context. Considering the role of owner-managers in SMEs, analysis of the gender gap is also applied. The data from 315 managers' surveys (in Spain and Belarus) is analyzed using Structural Equation Modelling (SEM). The results show a positive relationship between EO, IMC, and performance among SMEs in both markets. However, these connections are significantly stronger in the case of male, rather than female managers in a developed market (Spain). There is no gender gap in an emerging market (Belarus). Moreover, and conversely, in a developing market, the EO-IMC-performance relations are more intensive when the manager is female. Further implementations are provided for practitioners and government organizations with a focus on the gender gap and inter-country differences.
Drets: Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original. Creative Commons
Llengua: Anglès
Document: Article ; recerca ; Versió publicada
Matèria: SMEs ; Entrepreneurial orientation ; IMC capability ; Organizational performance ; Competitive advantage ; Gender ; Inter-country analysis
Publicat a: Sustainability, Vol. 12 Núm. 17 (2020) , p. 7159, ISSN 2071-1050

DOI: 10.3390/su12177159


18 p, 662.1 KB

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