Corporate identity, customer orientation and performance of SMEs: Exploring the linkages

Corporate identity, customer orientation and performance of SMEs: Exploring the linkages

This research aims to explore the impact of corporate identity (CI) on performance in B2C small and medium enterprises (SMEs) in food processing, with varying degrees of customer orientation (CO). The research is embedded in the positivistic paradigm. Based on a literature review, a conceptual model...

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Bibliographic Details
Main Authors: Upendra Kumar Maurya, Prahlad Mishra, Sandip Anand, Niraj Kumar
Format: Article
Language:English
Published: Elsevier 2015-09-01
Series:IIMB Management Review
Subjects:
Corporate identity
Customer orientation
Performance
Small and medium enterprises
SMEs
Food processing sector
B2C
Online Access:http://www.sciencedirect.com/science/article/pii/S0970389615000439

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http://www.sciencedirect.com/science/article/pii/S0970389615000439

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