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<p>In today’s fast-changing and competitive business environment, new technology-based firms (NTBFs) play a pivotal role in fostering innovation and driving economic growth. Yet, many NTBFs encounter significant challenges in achieving long-term success and sustainability. Understanding the role of dynamic capabilities, particularly innovation and branding capabilities, is essential for enhancing the success potential of NTBFs. Innovation capability refers to an organization’s ability to generate and implement novel concepts, products, or methodologies, while branding capability encompasses the creation, development, and management of a company’s brand identity. Both capabilities are critical for achieving a sustainable competitive advantage. Existing research on brand management has focused largely on large firms, overlooking how innovation and branding capabilities interact in resource-constrained NTBFs. This gap is critical in emerging markets, where NTBFs must integrate these capabilities to survive competitive and unpredictable environments.</p><p>This cross-sectional survey of 220 NTBFs in Iran, analyzed using SPSS v22 and SMART PLS v3.2.8 to explore associations rather than establish causality, consistent with the study’s exploratory objectives. Data were collected through questionnaires completed by senior managers to examine these relationships.</p><p>The findings indicate a positive correlation between innovative capability and branding capability, which in turn is linked to firm performance. Brand orientation was associated with brand performance, as evidenced by its significant relationship with overall firm performance. However, exploratory analysis suggested that innovation capability did not significantly moderate the relationship between brand orientation and brand performance. These findings contribute to the literature by clarifying the interplay between innovation and branding capabilities within NTBFs, an issue that has not received substantial attention in existing research. The results also provide practical insights for NTBF managers seeking to enhance their firms’ competitiveness and long-term success through strategic investments in innovation and branding capabilities.</p>

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The impact of brand orientation on firm performance: examining the role of innovation and branding dynamic capabilities

  • 期刊论文

  • 发表日期：

    2025年7月11日

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  • Saeid Samiei,
  • Ismail Jafarpanah,
  • Mehdi Mohammadi

摘要

In today’s fast-changing and competitive business environment, new technology-based firms (NTBFs) play a pivotal role in fostering innovation and driving economic growth. Yet, many NTBFs encounter significant challenges in achieving long-term success and sustainability. Understanding the role of dynamic capabilities, particularly innovation and branding capabilities, is essential for enhancing the success potential of NTBFs. Innovation capability refers to an organization’s ability to generate and implement novel concepts, products, or methodologies, while branding capability encompasses the creation, development, and management of a company’s brand identity. Both capabilities are critical for achieving a sustainable competitive advantage. Existing research on brand management has focused largely on large firms, overlooking how innovation and branding capabilities interact in resource-constrained NTBFs. This gap is critical in emerging markets, where NTBFs must integrate these capabilities to survive competitive and unpredictable environments.

This cross-sectional survey of 220 NTBFs in Iran, analyzed using SPSS v22 and SMART PLS v3.2.8 to explore associations rather than establish causality, consistent with the study’s exploratory objectives. Data were collected through questionnaires completed by senior managers to examine these relationships.

The findings indicate a positive correlation between innovative capability and branding capability, which in turn is linked to firm performance. Brand orientation was associated with brand performance, as evidenced by its significant relationship with overall firm performance. However, exploratory analysis suggested that innovation capability did not significantly moderate the relationship between brand orientation and brand performance. These findings contribute to the literature by clarifying the interplay between innovation and branding capabilities within NTBFs, an issue that has not received substantial attention in existing research. The results also provide practical insights for NTBF managers seeking to enhance their firms’ competitiveness and long-term success through strategic investments in innovation and branding capabilities.