Investigating the brand performance of SME companies with fsQCA technique: Emphasis on the role of entrepreneurship and human resource strategy

The purpose of this study is to define the combination of entrepreneurial dimensions, entrepreneurial activism, identifying opportunities and strategies that lead to improving brand performance in SMEs.

This applied research was conducted based on the quantitative approach. Dimensions and indicators of the study have been identified by experts and specialists in marketing and human resources and a research questionnaire has been designed. The statistical population of the study included human resource managers of SMEs. Sample (400 people) was selected using cluster sampling method. Combination of Defined Factors Fuzzy qualitative comparative analysis (fsQCA) was performed.

The results of the analysis show that all conditions (risk-taking, innovation, proactiveness, innovative approaches and capabilities, opportunity identification and strategy) belong to at least one combination (solution) that leads to an increase in the company's brand performance.

This study shows the compounds that lead to improved brand performance in SMEs. It also contributes to innovation research by showing a combination of factors in which innovation can positively or negatively affect firm performance. Another important contribution of this study is related to SMEs. The combination of factors that can lead to the success of SMEs has been identified in this study.