Purpose – The purpose of this paper is to examine how market-oriented and entrepreneurial-oriented behaviour drives firm performance in an emerging markets context. Design/methodology/approach – Using data from 170 Austrian exporters to Central and Eastern Europe, the authors test a...

Purpose – This study aims to examine the impact of branding aspects on firm performance in several markets of Central and Eastern Europe (CEE). Specifically, the question of brand promotion standardization is the focus of attention. Design/methodology/approach – After literature review, a...