Improving International Business Performance by International Branding: SMEs in the Finnish Health Sector
Laihonen, Anna-Maria (2019)
2019
Kuvaus
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Tiivistelmä
The research on international branding is scattered and mainly focused on multinational corporations, while the increased globalization is diminishing the old notion of international involvement being applicable only for large corporations. The comprehension of how SMEs can build international brands in order to compete with larger multinational corporations is limited. The interest of this study is therefore the effect of international branding to the international performance of SMEs originating from the Finnish health sector. Furthermore, there are very few existing studies examining both the antecedents and consequences of international brand orientation among SMEs. Therefore, the focus of this study is on the effects both international market orientation and international entrepreneurial orientation have towards the concept of international brand orientation. In addition, the effects international brand orientation has on the international performance of SMEs are investigated.
The data for this project was collected through online surveys as a part of a larger research project that focuses on the growth and decision-making of companies originating from the Finnish health sector. The research project is organized as a collaboration between the University of Vaasa, University of Eastern Finland and a Finnish government owned funding agency for innovation and technology called Business Finland. The sample consists of 353 Finnish SMEs with international operations, of which 63 (18 %) operate in health and 290 (82 %) in other sectors.
The results from this study indicate that high levels of international market and entrepreneurial orientation lead to higher levels of international brand orientation, which increases international brand, market and financial performance of the firm. The results also indicate that international brand orientation acts as full mediator between international entrepreneurial orientation and international brand performance. Additionally, the results show that there are differences between companies operating in health and other sectors, between companies with and without B-t-C activities, and between micro sized companies and small and medium sized companies.
The data for this project was collected through online surveys as a part of a larger research project that focuses on the growth and decision-making of companies originating from the Finnish health sector. The research project is organized as a collaboration between the University of Vaasa, University of Eastern Finland and a Finnish government owned funding agency for innovation and technology called Business Finland. The sample consists of 353 Finnish SMEs with international operations, of which 63 (18 %) operate in health and 290 (82 %) in other sectors.
The results from this study indicate that high levels of international market and entrepreneurial orientation lead to higher levels of international brand orientation, which increases international brand, market and financial performance of the firm. The results also indicate that international brand orientation acts as full mediator between international entrepreneurial orientation and international brand performance. Additionally, the results show that there are differences between companies operating in health and other sectors, between companies with and without B-t-C activities, and between micro sized companies and small and medium sized companies.