Ružica Brečić

A Qualitative Approach to Understanding Brand Image in an International Context: Insights from Croatia and Serbia

Purpose – The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia). Design/methodology/approach – A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies). Findings – Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy politic...

SME International innovation and strategic adaptiveness: The role of domestic network density, centrality and informality

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 emerging economy. Hierarchical regression analysis was further performed to test both the direct and moderating effects. Findings The study revealed that domestic network informality (DNF) moderates the link between SME domestic network centrality and their international innovation. Similarly, the findings show that DNF strengthens the negative association between domestic network density and SME international innovation and strategic adaptiveness. Moreover, the study did not find any direct impact of these domestic networks’ structural attributes (density and centrality) on SME international innovation and strategic adaptiveness. Originality/value Scholars have emphasised the importance and urgency for further research attention on the role of networks on SMEs’ internationalisation activities from emerging economies. This study responds to this call, and to the knowledge of the authors, is the first to examine the role of domestic network attributes on SME international performance in emerging economies. The findings provide new insightful contributions to the social network perspective and the international entrepreneurship literatures.

The Moderating Effect of Perceived Effectiveness of SMEs' Marketing Function on the Network Ties - Strategic Adaptiveness Relationship

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.