ANTECEDENTS AND CONSEQUENCES OF BRAND ORIENTATION IN SMALL AND MEDIUM-SIZED ENTERPRISES

Abstract

Purpose: Numerous antecedents and consequences influence brand orientation in small and medium-sized enterprises (SMEs) within the pharmaceutical industry. However, despite their significance, a comprehensive examination of these factors has yet to be undertaken. Therefore, this study aims to identify and conceptualize the antecedents and consequences of brand orientation in SMEs operating in the pharmaceutical industry.

Methodology: This research employs a mixed-methods approach, combining exploratory and applied methodologies. The qualitative phase utilizes two approaches: meta-synthesis and thematic analysis, while the quantitative phase employs the DEMATEL soft modeling technique. Data collection for the meta-synthesis stage involves analyzing data obtained from a systematic literature review spanning the past 30 years (1994-2023). The case study stage involves interviews with 22 academic and industry experts, and the survey stage utilizes questionnaires. For data analysis, content analysis and thematic analysis are employed in the qualitative phase, and the DEMATEL technique is used in the quantitative phase.

Findings: The research findings reveal that the antecedents of brand orientation in pharmaceutical SMEs encompass owner/manager characteristics, physician/patient relationships, the environment, organizational resources, firm characteristics, brand management, and drug/drug group characteristics. The consequences of brand orientation include stakeholders, brand, performance, human resources, and physicians.

Research Novelty: The findings of this study provide valuable insights for managers and stakeholders in the pharmaceutical industry. By understanding the antecedents and consequences of brand orientation in the pharmaceutical sector, informed decisions can be made, leading to positive outcomes.