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Market orientation in the context of SMEs: A conceptual framework

Author

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

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.

Suggested Citation

  • Raju, P.S. & Lonial, Subhash C. & Crum, Michael D., 2011. "Market orientation in the context of SMEs: A conceptual framework," Journal of Business Research, Elsevier, vol. 64(12), pages 1320-1326.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:12:p:1320-1326
    DOI: 10.1016/j.jbusres.2010.12.002
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    References listed on IDEAS

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    Cited by:

    1. repec:bla:srbeha:v:34:y:2017:i:2:p:195-207 is not listed on IDEAS
    2. Matejun Marek, 2014. "The role of flexibility in building the competitiveness of small and medium enterprises," Management, De Gruyter Open, vol. 18(1), pages 1-15, May.
    3. Ana Pérez-Luño & Ana Bojica & Shanthi Gopalakrishnan, 2017. "When More Is Less: The Moderating Role Of Cross-Functional Integration And Organizational Knowledge Complexity On Product Innovation Performance," Working Papers 17.01, Universidad Pablo de Olavide, Department of Business Organization and Marketing (former Department of Business Administration).
    4. Gianluca Vagnani & Michele Simoni, 2016. "Technological uncertainty, market orientation and firms’ economic performance," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2016(2), pages 143-167.
    5. Ferguson, Jodie L. & Brown, Brian P. & Johnston, Wesley J., 2017. "Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets," Journal of Business Research, Elsevier, vol. 72(C), pages 80-92.
    6. 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.
    7. 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.
    8. La Hatani & Hasanuddin Bua & Mukhtar & Dasmin Sidu & La Ode Geo, 2016. "Development Model of Cacao Agro-Industry with Sectoral Competitive Advantage Based in Southeast Sulawesi, Indonesia," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 17(2), pages 229-246, June.
    9. Efrat, Kalanit & Gilboa, Shaked & Yonatany, Moshe, 2017. "When marketing and innovation interact: The case of born-global firms," International Business Review, Elsevier, vol. 26(2), pages 380-390.
    10. 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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