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The impact of market orientation on family firm performance

Author

Listed:
  • Hermann Frank
  • Alexander Kessler
  • Christian Korunka

Abstract

This study aims to investigate the effect of market orientation in a specific organisational context, namely family firms. Market orientation (MO) provides a firm with market-sensing and customer-linking capabilities. Because of their long-term strategies and customer-value orientation, family firms support the development of MO. It is proposed that responsive and proactive MO has a positive impact on the share of regular customers (repeat buyers), success with new products/services and sales growth of family firms. Based on a sample of 344 family firms, regression models confirm that MO shows positive correlations with success with new products/services and share of regular customer's but not with sales growth. The typically strong orientation towards customer bonding and loyalty may prevent family firms from the acquisition of new customers and therefore hinder sales growth.

Suggested Citation

  • Hermann Frank & Alexander Kessler & Christian Korunka, 2012. "The impact of market orientation on family firm performance," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 16(4), pages 372-385.
    • Handle: RePEc:ids:ijesbu:v:16:y:2012:i:4:p:372-385
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    Citations

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    Cited by:

    1. Yuan Jing, 2022. "The Relationship Between Business Model Innovation and Operational Performance of Incubator Enterprise," International Journal of Science and Business, IJSAB International, vol. 16(1), pages 153-191.
    2. Shih-Kai Lin & Hung-Chang Chung, 2023. "The Relationship Between Entrepreneurial Orientation and Firm Performance From the perspective of MASEM: The Mediation Effect of Market Orientation and the Moderated Mediation Effect of Environmental ," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. Beliaeva, Tatiana & Ferasso, Marcos & Kraus, Sascha & Mahto, Raj V., 2022. "Marketing and family firms: Theoretical roots, research trajectories, and themes," Journal of Business Research, Elsevier, vol. 144(C), pages 66-79.

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