ENTREPRENEURIAL BRANDING AND ENTREPRENEURIAL SUCCESS ACROSS COUNTRIES (2005–2024)
Keywords:
Entrepreneurial Branding, Entrepreneurial Success, Cross-country Analysis, Business Performance, SME Branding
Abstract
Introduction/Main Objectives: This study investigates the role of entrepreneurial branding in driving entrepreneurial success globally from 2005 to 2024. As personal and corporate branding gain importance within entrepreneurial ecosystems, this research analyzes branding's contribution to performance, sustainability, and growth. Background Problems: Although entrepreneurship literature has expanded, the relationship between branding and entrepreneurial success remains under-theorized and fragmented across different national contexts. Novelty: This paper offers a comparative synthesis of empirical studies across countries, highlighting variations in entrepreneurial branding's impact on performance based on cultural, economic, and institutional differences. Prior studies have not comprehensively explored global patterns within this scope. Research Methods: A systematic literature review was conducted on journal articles and reports from 2005 to 2024. Thematic analysis identified dominant branding strategies and their influence on entrepreneurial outcomes in diverse national environments. Finding/Results: Entrepreneurial branding enhances legitimacy, strengthens founder identity, and facilitates differentiation. Its efficacy is context-dependent, with proactive implementation in developed countries and reactive use in emerging markets. Conclusion: Branding is a critical yet context-specific factor in entrepreneurial success. The findings emphasize the need for context-sensitive branding strategies and the importance of branding literacy as an entrepreneurial competency.References
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Huang, S., Ding, D., & Chen, Z. (2014). Entrepreneurial leadership and performance in Chinese new ventures. Creativity and Innovation Management, 23, 453–471.
Lumpkin, G. T., & Dess, G. G. (1996). Clarifying the entrepreneurial orientation construct. Academy of Management Review, 21(1), 135–172.
Mueller, B. A., Wolfe, M. T., & Syed, I. (2017). Passion and grit: Pathways to venture success. Journal of Business Venturing, 32(3), 260–279.
Al Mamun, A., Ibrahim, M. D., Yusoff, M. N. H. B., & Fazal, S. A. (2018). Entrepreneurial leadership, performance, and sustainability of micro-enterprises in Malaysia. Sustainability, 10(1591).
Albar, A. M., & Hoque, M. R. (2017). Factors affecting the adoption of ICT in SMEs: A perspective from rural Saudi Arabia. Information Technology for Development, 1–24.
Ardyan, E., & Istianto. (2016). Building entrepreneurial networking quality to improve the success of innovation and Batik SMEs performance. International Journal of Sociotechnology and Knowledge Development, 8(4), 1–13.
Awang, A., Khalid, S. A., Kassim, K. M., Ismail, M., Zain, R. S., & Madar, A. R. S. (2009). Entrepreneurial orientation and performance relations of Malaysian Bumiputera SMEs. International Journal of Business and Management, 4(9), 84–96.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Cardon, M. S., Gregoire, D. A., Stevens, C. E., & Patel, P. C. (2013). Measuring entrepreneurial passion. Journal of Business Venturing, 28(3), 373–396.
Cardon, M. S., Wincent, J., Singh, J., & Drnovsek, M. (2009). The nature and experience of entrepreneurial passion. Academy of Management Review, 34(3), 511–532.
Dias, Á., & Silva, G. M. (2021). Lifestyle entrepreneurship and innovation in rural areas. Journal of Small Business Strategy, 31(4), 40–49.
Elenurm, T., & Alas, R. (2009). Features of successful entrepreneurs in Estonia. RePEc Working Papers, TUTWPE No. 169.
Farida, F. A., Hermanto, Y. B., Paulus, A. L., & Leylasari, H. T. (2022). Strategic entrepreneurship mindset and value creation in SMEs. Sustainability, 14(16), 10321.
GEM. (2023). Entrepreneurship in the United States: 2023 National Report. Global Entrepreneurship Monitor.
Ghouse, S. M., McElwee, G., & Durrah, O. (2019). Entrepreneurial success of cottage-based women entrepreneurs in Oman. International Journal of Entrepreneurial Behavior & Research, 25(3), 480–498.
Gupta, N., & Mirchandani, A. (2018). Investigating entrepreneurial success factors of women-owned SMEs in UAE. Management Decision, 56(1), 219–232.
Gyimah, P., Appiah, K. O., & Lussier, R. N. (2019). Success versus failure prediction model for small businesses in Ghana. Journal of African Business, 1–20.
Ha, M., Siriwan, U., Ramabut, C., Thitikalaya, N., Thitikanlaya, T., & Kiatnarong, C. (2014). Key factors for successful entrepreneurship in Thailand. Open Journal of Social Sciences, 2(9), 116–121.
Hu, W., Xu, Y., Zhao, F., & Chen, Y. (2022). Entrepreneurial passion and success—The role of psychological capital. Frontiers in Psychology, 13, 792066.
Huang, S., Ding, D., & Chen, Z. (2014). Entrepreneurial leadership and performance in Chinese new ventures. Creativity and Innovation Management, 23, 453–471.
Lumpkin, G. T., & Dess, G. G. (1996). Clarifying the entrepreneurial orientation construct. Academy of Management Review, 21(1), 135–172.
Mueller, B. A., Wolfe, M. T., & Syed, I. (2017). Passion and grit: Pathways to venture success. Journal of Business Venturing, 32(3), 260–279.
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