Enacting brand orientation in an SME context: The role of deliberateness

Research output: Book chapter/Published conference paperConference paper

60 Downloads (Pure)

Abstract

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.
Original languageEnglish
Title of host publicationANZMAC 2014
Subtitle of host publicationAgents of Change
EditorsKrzysztof Kubacki Sharyn Rundle- Rundle-Thiele, Denni Arli Denni Arli
Place of PublicationBrisbane
PublisherANZMAC
Pages136-142
Number of pages7
Publication statusPublished - 2014
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2014 - Brisbane Convention and Exhibition Centre, Brisbane, Australia
Duration: 01 Dec 201403 Dec 2014

Publication series

Name
ISSN (Print)1447-3275

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleAgents of Change
CountryAustralia
CityBrisbane
Period01/12/1403/12/14

Fingerprint Dive into the research topics of 'Enacting brand orientation in an SME context: The role of deliberateness'. Together they form a unique fingerprint.

  • Cite this

    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.