How do value proposition and brand orientation influence business survival in the presence of government support?

• Autorzy: Othman Nor Hafiza , Halim Nurul Faizah , Hasbollah Hasif Rafidee , Aziz Nurul Ashykin Abd

Identyfikatory

DOI

10.17512/pjms.2024.30.2.12

Warianty tytułu

PL

Jak propozycja wartości i orientacja na markę wpływają na przetrwanie przedsiębiorstw przy wsparciu rządu?

• Języki publikacji: EN

Abstrakty

EN

During crises, businesses often struggle with performance challenges, where a well-defined value proposition and brand orientation are crucial for survival. Despite the importance, research on how these factors impact franchisee survival, especially with government support as a moderating factor, remains scarce. This study addresses this gap by examining how government support interacts with value proposition and brand orientation to affect franchisee survival in Malaysia. Data were collected through a survey of 246 homegrown franchisee owners across multiple sectors using purposive sampling and were analyzed with IBM SPSS 26 and SmartPLS 4.0 software. The results indicate that a robust value proposition significantly enhances franchisee survival, with government support amplifying this effect. These findings underscore the critical role of a clear value proposition in ensuring franchisee continuity during crises and provide valuable insights for policymakers and government agencies to devise effective strategies for business sustainability.

PL

W czasie kryzysów przedsiębiorstwa często borykają się z wyzwaniami dotyczącymi wydajności, gdzie dobrze zdefiniowana propozycja wartości oraz orientacja na markę są kluczowe dla przetrwania. Mimo ich znaczenia, badania nad wpływem tych czynników na przetrwanie franczyzobiorców, szczególnie w kontekście wsparcia rządu jako czynnika moderującego, są rzadkością. Niniejsze badanie wypełnia tę lukę, analizując, jak wsparcie rządu oddziałuje na propozycję wartości i orientację na markę, wpływając na przetrwanie franczyzobiorców w Malezji. Dane zostały zebrane w ramach ankiety przeprowadzonej wśród 246 właścicieli rodzimych franczyz działających w różnych sektorach, stosując celowy dobór próby, a następnie przeanalizowane za pomocą oprogramowania IBM SPSS 26 oraz SmartPLS 4.0. Wyniki wskazują, że silna propozycja wartości znacząco zwiększa szanse na przetrwanie franczyzobiorców, a wsparcie rządu wzmacnia ten efekt. Odkrycia te podkreślają kluczową rolę jasno określonej propozycji wartości w zapewnianiu ciągłości działania franczyz w czasie kryzysów i dostarczają cennych wskazówek dla decydentów oraz agencji rządowych w opracowywaniu skutecznych strategii zapewniających trwałość biznesu.

Słowa kluczowe

EN

franchise; business survival; government suport; value proposition; brand orientation

PL

franczyza; przetrwanie przedsiębiorstw; wsparcie rządu; propozycja wartości; orientacja na markę

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 30, No. 2
• Strony: 199--213
• Opis fizyczny: Bibliogr. 41 poz., rys., tab.

Twórcy

autor

Othman Nor Hafiza

• Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia

• https://orcid.org/0000-0001-6672-3568

autor

Halim Nurul Faizah

• Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia

• https://orcid.org/0000-0002-8444-5394

autor

Hasbollah Hasif Rafidee

• Global Entrepreneurship Research and Innovation Centre and Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia

• https://orcid.org/0000-0003-2012-9971

autor

Aziz Nurul Ashykin Abd

• Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah, Malaysia

• https://orcid.org/0000-0001-9753-3257

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).