The Moderating Effect of Perceived Effectiveness of Marketing Function on Network Ties – Strategic Adaptiveness Relationship

Nyuur, Richard, Brečić, Ružica and Simintiras, Antonis (2016) The Moderating Effect of Perceived Effectiveness of Marketing Function on Network Ties – Strategic Adaptiveness Relationship. Journal Of Small Business Management, 54 (4). pp. 1080-1098. ISSN 1540-627X

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Official URL: http://dx.doi.org/10.1111/jsbm.12236

Abstract

This study examines the critical role of perceived effectiveness of the Marketing function (MF) in small and medium-sized enterprises (SMEs) in leveraging entrepreneurial network ties to improve strategic adaptiveness (SA). The study tests whether a MF perceived as effective by SMEs’ managers/owners moderates the relationship between SMEs network ties and SA required for improved performance. Findings of a moderated regression analysis on a sample of 263 Croatian SMEs indicate that network ties contribute significantly to their SA, and that a MF perceived as effective only moderates the impact of customer and competitor ties on SMEs’ SA. Research and practical implications are discussed.

Item Type: Article
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Becky Skoyles
Date Deposited: 22 Oct 2014 16:05
Last Modified: 11 May 2017 04:30
URI: http://nrl.northumbria.ac.uk/id/eprint/17771

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