The main objective of this study was to theorize and conceptualize a model that could be used by scholars and practitioners in understanding the contingent roles that certain organizational drivers and/or resources play in shaping the brand orientation strategy of small businesses, especially growth-aspiring small businesses in emerging economies. To this end, this paper explicates the critical roles that decision-making rationality, entrepreneurial capability, enterprise core values, market orientation, Internet technology orientation, and learning climate might play as processual antecedents to brand orientation strategy in the small businesses setting. Furthermore, the author highlights the moderating effects of the twin foci of financial slack and structural capital in respectively attenuating/amplifying the relationship between the aforementioned strategic variables and brand orientation strategy. Consequently, the author asserts that brand orientation strategy is without a doubt, one of the key micro-foundations for small businesses to effectively achieving a high degree of customer-centric performance outcomes.


Brand Orientation Strategy, Emerging Economies, Processual Antecedents, Organizational Drivers, Small Businesses, RBV

Author Bio(s)

Christian Nedu Osakwe is a PhD Candidate (Management and Economics) in the Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic. His current research interests are but not limited to strategic marketing management, web-based marketing, technology/innovation diffusion, research methods, emerging markets, and micro, small and medium-sized businesses. He has to his credit some research publications in international peer-reviewed journals that are indexed in reputable databases. He has also presented some papers at both local and international conferences. Correspondence regarding this article can be addressed directly to: Christian Nedu Osakwe at osakwe@fame.utb.cz.

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Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.





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