Enhancing Organizational Performance of International SMEs through Inter-Firm Marketing Collaborations
PurposeThe purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.Methodology/approachThe study is based upon a sample