An Exploration of Start-ups’ Sustainable Marketing Orientation (SMO)

Published on Nov 1, 2020in Industrial Marketing Management
· DOI :10.1016/J.INDMARMAN.2020.09.002
Dubravka Sinčić Ćorić4
Estimated H-index: 4
(University of Zagreb),
Andrea Lučić3
Estimated H-index: 3
(University of Zagreb)
+ 2 AuthorsŽeljko Šević7
Estimated H-index: 7
(UUM: Universiti Utara Malaysia)
Sources
Abstract
Abstract In this manuscript, we explore the implementation of sustainable marketing orientation (SMO) within the start-up context. SMO is modelled as a three-dimensional formative construct comprising strategic integration, societal engagement, and ethical capabilities. In addition, in this study, we expand knowledge by extending the SMO literature and building ties between the theory of planned behaviour and sustainable marketing theoretical perspectives, by integrating attitudes, subjective norms, behavioural control of managers, and implementation of SMO in a single model. With the analysis of structural equation modelling, we confirmed the three-dimensional SMO and its contribution to start-ups' profitability. Moreover, we proved that attitudes are marginal, whereas subjective norm and perceived behavioural control are a very strong predictor of SMO. Finally, by using the cluster analysis, we revealed that B2B start-ups have lower levels of strategic integration, societal engagement, and ethical capabilities, as opposed to B2C start-ups.
References113
Newest
The purpose of this paper is to explore how sustainable marketing orientation (SMO) should be properly implemented in an organization built on the theoretical model of market-oriented sustainability. The aim of the paper is to explore and confirm the elements of sustainable marketing orientation and to develop a measurement tool with a mixed method approach. First, the construct was conceptualized through a literature review and qualitative research of in-depth interviews on a purposive sample o...
6 CitationsSource
#1Ardjouman DiabateH-Index: 2
#2Hagan SibiriH-Index: 1
Last. Liying YuH-Index: 4
view all 4 authors...
In most countries, small and medium-sized enterprises (SMEs) play a key role in driving sustainable economic growth and job creation; hence, the need to investigate factors (e.g., entrepreneurial factors) that influence SMEs’ sustainable growth (SMESG). This study provides an insight into entrepreneurs’ abilities (EAs) that affect SMESG in Cote d’Ivoire (a middle-income economy located in the West African region) and an assessment of the extent to which entrepreneurial orientation (EO) influence...
7 CitationsSource
#1Albert Danso (DMU: De Montfort University)H-Index: 14
#2Samuel Adomako (University of Bradford)H-Index: 14
Last. Renata Konadu (DMU: De Montfort University)H-Index: 4
view all 5 authors...
Extant research has established that environmental sustainability orientation (ESO) has a positive influence on performance outcomes. Nevertheless, several contingencies tend to affect the strength of this relationship. In this study, we draw on natural resource-based theory to introduce competitive strategies as moderators in the ESO-performance nexus. Using time-lagged data obtained from 269 firms in Ghana, this study finds that firms pursuing the differentiation strategy can positively boost ...
45 CitationsSource
This study investigated the question of whether environmental sustainability influences firm performance. Firm performance, a multidimensional construct, was researched utilizing innovation, ecological and social measures on the premises of SMEs in South Africa. Thus, the study hypothesized that environmental sustainability is positively and significantly related to innovation, ecological and social measures of firm performance. A cross-sectional research design was adopted in this study to test...
16 CitationsSource
#1Richard B. Nyuur (Northumbria University)H-Index: 9
#2Ružica Brečić (University of Zagreb)H-Index: 5
Last. Yaw A. Debrah (Swansea University)H-Index: 27
view all 3 authors...
Purpose The purpose of this paper is to examine the role of small- and medium-sized enterprises’ (SMEs) domestic network structural attributes on their ex post internationalisation strategic innovation and adaptiveness in the host country. Design/methodology/approach The model fit of SME domestic network structural attributes and their ex post international performance was examined using structural equation modelling on data gathered from a sample of 263 SMEs from Croatia, a transition and emerg...
12 CitationsSource
#1Helen McGrath (UCC: University College Cork)H-Index: 8
#2Christopher J. Medlin (University of Adelaide)H-Index: 15
Last. Thomas O'Toole (WIT: Waterford Institute of Technology)H-Index: 13
view all 3 authors...
Abstract Start-up firms are notoriously resource and time poor. One way of addressing these deficits is to develop strategic capability to access, activate and co-shape resources with other firms in the start-up's network. The capability literature assumes such a development is inevitable, provided a start-up survives. But developing network capability depends on the managers of other firms, the deepening managerial understanding of business relationships, and the ability of the start-up manager...
7 CitationsSource
#1Sari Laari-Salmela (University of Oulu)H-Index: 5
#2Tuija Mainela (University of Oulu)H-Index: 15
Last. Vesa Puhakka (University of Oulu)H-Index: 13
view all 3 authors...
Abstract The objective of the present study is to examine the strategizing of start-ups in a network context. The paper depicts start-up strategizing as an intertwined activity of identification and boundary-drawing. The questions of network identity and network boundaries become salient in times of disengagement by a primary customer or when there is a need for significant redirection of the business during what is referred to as a network identity crisis. The study emphasizes the viewpoint of ...
6 CitationsSource
#1Maria Landqvist (Chalmers University of Technology)H-Index: 3
#2Frida Lind (Chalmers University of Technology)H-Index: 14
This paper focuses on how newly established technology-based start-up companies become part of the business landscape. In more detail, the aim of the paper is to analyse how a start-up becomes embedded through its networking behaviours in a business network. To approach this phenomenon, the theoretical frame of reference is based on the industrial network approach to industrial markets separating a developing, producing and using setting. The business network settings are combined with networkin...
7 CitationsSource
#1Abbas MardaniH-Index: 31
#2Dalia Streimikiene (Energy Institute)H-Index: 34
Last. Habib Zare (YU: Yazd University)H-Index: 3
view all 7 authors...
Most methodological areas assume common serious reflections to certify difficult study and publication practices, and, therefore, approval in their area. Interestingly, relatively little attention has been paid to reviewing the application of Structural Equation Modeling (SEM) in environmental sustainability problems despite the growing number of publications in the past two decades. Therefore, the main objective of this study is to fill this gap by conducting a wide search in two main databases...
29 CitationsSource
Purpose The purpose of this paper is to propose a new model that is inclusive and practical because of the deficiencies in models for construct measurement. Further, the authors demonstrate the value of the proposed model by describing its application to the development and validation of a multi-dimensional construct, enviropreneurial orientation. Although used in the literature, enviropreneurial orientation had not been developed nor tested as a construct. The paper provides detailed explanatio...
7 CitationsSource
Cited By2
Newest
#1John M.T. Balmer (Brunel University London)H-Index: 55
#2Klement Podnar (University of Ljubljana)H-Index: 18
Abstract null null Considers the significance of corporate identity, internal corporate brand/identity images, and corporate brand identification for corporate brand orientation. Three propositions based on the above are formulated. By highlighting the importance of these concepts, scholars are more fully able to comprehend the importance and connectedness between the concepts. The same is true for senior managers who have responsibility for managing and nurturing meaningful corporate brand orie...
Source
#1Maximilian Palmié (HSG: University of St. Gallen)H-Index: 9
#2Jonas Boehm (HSG: University of St. Gallen)H-Index: 1
Last. David Rönnberg Sjödin (Luleå University of Technology)H-Index: 19
view all 8 authors...
Abstract Scholars have recently argued that startups and incumbents play differential roles in the disruptive transformations of industries toward sustainability and that the transformations are only likely to succeed if both startups and incumbents contribute. To understand their respective contributions and, thus, to understand how industries make the transition toward sustainability, comparative studies of incumbents versus startups during this transformation have been identified as a central...
Source