... as highly relevant but differ from larger companies in terms of market and brand orientation. Building on the interviews, an empirical matrix of four positioning strategies was developed which SME entrepreneurs typically use: specialization, differentiation, conviction and opposition. Practical...

... reveals that brand orientation (BO) mediates the relationship between EO, GO and MO and performance for B2B SMEs. The result advocates that for B2B SMEs operating in emerging economies, being brand-oriented is a prominent strategic move for sustainable performance. Originality/value The current...

... the co-authors. Findings – Four firms were characterised as having integrated brand orientation (Wong and Merrilees, 2005) and as using market innovation as an EM practise. All four use brand management practices for the purpose of positioning, differentiation and communicating brand identities...