Brand orientation is a strategic approach that has been shown to benefit organisations. This study examines brand orientation in small wineries in Orange NSW It advances the current state of knowledge of SME brand orientation and demonstrates that despite the constraints apparent in the literature, SMEs can and do deliberately enact brand orientation.
|Title of host publication||ANZMAC 2014|
|Subtitle of host publication||Agents of Change|
|Editors||Krzysztof Kubacki Sharyn Rundle- Rundle-Thiele, Denni Arli Denni Arli|
|Place of Publication||Brisbane|
|Number of pages||7|
|Publication status||Published - 2014|
|Event||Australian and New Zealand Marketing Academy Conference: ANZMAC 2014 - Brisbane Convention and Exhibition Centre, Brisbane, Australia|
Duration: 01 Dec 2014 → 03 Dec 2014
|Conference||Australian and New Zealand Marketing Academy Conference|
|Abbreviated title||Agents of Change|
|Period||01/12/14 → 03/12/14|
Hodge, N., McMullen, C., & Kleinschafer, J. (2014). Enacting brand orientation in an SME context: The role of deliberateness. In K. K. S. R. Rundle-Thiele, & D. A. D. Arli (Eds.), ANZMAC 2014: Agents of Change (pp. 136-142). ANZMAC.