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The Effect Of Strategic Orientation And Gender On Survival: A Study Of Potential Mass Merchandising Suppliers

  • TAMI L. KNOTTS

    ()

    (Missouri State University, College of Business Administration, Department of Management, 901 South National Avenue, Springfield, MO 65897, USA)

  • STEPHEN C. JONES

    (Arkansas Tech University, Department of Business & Economics, Russellville, AR 72801, USA)

  • KAREN L. BROWN

    (Missouri State University, College of Business Administration, Department of Management, 901 South National Avenue, Springfield, MO 65897, USA)

While a market orientation is associated with superior performance (Narver and Slater, 1990; Kara et al., 2005), it may not be the only approach for small manufacturers (Noble et al., 2002). Our study examines whether two other orientations — production and marketing — influence the survival rate for small manufacturers wanting to supply the mass merchandising marketplace. We also investigate the impact of gender-related preferences on the continued existence of these firms.The sample for this study consisted of 1,690 small, independently-owned manufacturers who participated in an evaluation program in order to become a supplier for a major mass merchandiser. Results showed that surviving firm owners placed more emphasis on production than marketing activities, while non-surviving firm owners did the opposite. When gender was considered, male-owners showed similar preferences as the general sample, but the reverse was true for female entrepreneurs. We conclude that an exclusive focus on a market orientation may be counterproductive to a firm's long-term success. For small manufacturers in the mass merchandising industry, both a production and marketing orientation are needed to survive.

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Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal Journal of Developmental Entrepreneurship.

Volume (Year): 13 (2008)
Issue (Month): 01 ()
Pages: 99-113

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Handle: RePEc:wsi:jdexxx:v:13:y:2008:i:01:p:99-113
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