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Market orientation in the context of SMEs: A conceptual framework

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  • Raju, P.S.
  • Lonial, Subhash C.
  • Crum, Michael D.
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    Abstract

    A number of studies in the marketing literature have examined the construct of market orientation (MO). These studies generally show a positive link between MO and organizational performance. This paper examines MO specifically in the context of small and medium sized enterprises (SMEs). An in-depth review of the extant literature is used to develop a conceptual framework by exploring the major antecedents of MO, the MO–Performance relationship, and the key mediators and environmental moderators of this relationship. This paper also examines several studies on SMEs with respect to various aspects of this framework and offers suggestions for future research in order to understand more thoroughly how MO influences SME performance.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296310002651
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 12 ()
    Pages: 1320-1326

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:12:p:1320-1326

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Market orientation; SME performance; Small business strategy; Small business marketing;

    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Levy, Margi & Powell, Philip, 1998. " SME Flexibility and the Role of Information Systems," Small Business Economics, Springer, vol. 11(2), pages 183-96, September.
    2. P. George Benson & Jayant V. Saraph & Roger G. Schroeder, 1991. "The Effects of Organizational Context on Quality Management: An Empirical Investigation," Management Science, INFORMS, vol. 37(9), pages 1107-1124, September.
    3. Gülşen Akman & Cengiz Yilmaz, 2008. "Innovative Capability, Innovation Strategy And Market Orientation: An Empirical Analysis In Turkish Software Industry," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 12(01), pages 69-111.
    4. Coviello, Nicole E. & Brodie, Roderick J. & Munro, Hugh J., 2000. "An investigation of marketing practice by firm size," Journal of Business Venturing, Elsevier, vol. 15(5-6), pages 523-545.
    5. Danny Miller, 1983. "The Correlates of Entrepreneurship in Three Types of Firms," Management Science, INFORMS, vol. 29(7), pages 770-791, July.
    6. Morris, Michael H. & Paul, Gordon W., 1987. "The relationship between entrepreneurship and marketing in established firms," Journal of Business Venturing, Elsevier, vol. 2(3), pages 247-259.
    7. Acs, Zoltan J & Audretsch, David B, 1987. "Innovation, Market Structure, and Firm Size," The Review of Economics and Statistics, MIT Press, vol. 69(4), pages 567-74, November.
    8. Avlonitis, George J. & Salavou, Helen E., 2007. "Entrepreneurial orientation of SMEs, product innovativeness, and performance," Journal of Business Research, Elsevier, vol. 60(5), pages 566-575, May.
    9. Atuahene-Gima, Kwaku, 1996. "Market orientation and innovation," Journal of Business Research, Elsevier, vol. 35(2), pages 93-103, February.
    10. Pelham, Alfred M., 1999. "Influence of Environment, Strategy, and Market Orientation on Performance in Small Manufacturing Firms," Journal of Business Research, Elsevier, vol. 45(1), pages 33-46, May.
    11. P.S. Raju & Subhash Lonial & Yash Gupta & Craig Ziegler, 2000. "The relationship between market orientation and performance in the hospital industry: A structural equations modeling approach," Health Care Management Science, Springer, vol. 3(3), pages 237-247, June.
    12. Ghosh, B. C. & Liang, Tan Wee & Meng, Tan Teck & Chan, Ben, 2001. "The key success factors, distinctive capabilities, and strategic thrusts of top SMEs in Singapore," Journal of Business Research, Elsevier, vol. 51(3), pages 209-221, March.
    13. Paul D. Ellis, 2006. "Market Orientation and Performance: A Meta-Analysis and Cross-National Comparisons," Journal of Management Studies, Wiley Blackwell, vol. 43(5), pages 1089-1107, 07.
    14. Lukas, Bryan A., 1999. "Strategic Type, Market Orientation, and the Balance between Adaptability and Adaptation," Journal of Business Research, Elsevier, vol. 45(2), pages 147-156, June.
    15. Olavarrieta, Sergio & Friedmann, Roberto, 2008. "Market orientation, knowledge-related resources and firm performance," Journal of Business Research, Elsevier, vol. 61(6), pages 623-630, June.
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    Cited by:
    1. Sayyed Akbar Nilipour Tabatabaei & Mohammad Hassan Tanhaei & Iman Hirmanpour, 2014. "Studying the Mediating Role of Marketing Effectiveness on the Relationship between Organizational Culture and Business Performance (Case study: Hotels of Isfahan City)," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(3), pages 94-102, March.
    2. Seo, Joo Hwan & Perry, Vanessa G. & Tomczyk, David & Solomon, George T., 2014. "Who benefits most? The effects of managerial assistance on high- versus low-performing small businesses," Journal of Business Research, Elsevier, vol. 67(1), pages 2845-2852.
    3. Antonio Carrizo Moreira & Pedro Miguel Silva, 2013. "Market orientation, innovation and organizational commitment in industrial firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 123-142.

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