Are growth-oriented SMEs more likely to adopt market and brand orientations?

Helen Reijonen · Szandra Párdányi · Sasu Tuominen · Tommi Laukkanen · Raija Komppula

29 citations0/0 files storedJournal of Small Business and Enterprise Development

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Entrepreneurship Studies and Influences Innovation and Knowledge Management

Abstract

Purpose – The purpose of this paper is to examine how SMEs with varying growth intentions differ from each other with regard to market orientation and brand orientation. Both of these strategic orientations are seen to lead to enhanced market performance. Consequently, the authors investigate whether those small firms that regard growth as an important goal have adopted market or brand orientation. Design/methodology/approach – Responses from 492 SMEs were analysed. They were clustered into four groups according to their growth intentions. These groups included firms that have low growth intention, capital adequacy growth intention, expansion growth intention and high growth intention. ANOVA was used to explore whether these groups differed in their market or brand orientation. Findings – The results indicate that the higher growth intention group the SME belonged to the more market and brand oriented it is. The biggest differences between the SMEs were found with regards to brand orientation. Research limitations/implications – The findings suggest that SMEs have acknowledged the positive effect of market and brand orientations on firm growth, thus highlighting the importance of supporting growth-oriented SMEs in their quest to become more market or brand oriented. Originality/value – The study sheds more light on the little researched themes of market and brand orientations in the context of SMEs. It also offers insights into how growth intentions affect the adoption of different strategic orientations.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 29 citations exist upstream.

References

1991The theory of planned behavior 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 2000Competing models of entrepreneurial intentions 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1993Market Orientation: Antecedents and Consequences 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications

Cited by

2017Effect of entrepreneurial and market orientation on consumer engagement and performance of manufacturing SMEs 2017The strategic hybrid orientation and brand performance of B2B SMEs 2022Factors influence performance of B2B SMEs of emerging economies: view of owner-manager 2021The Impact of Market Orientation and Entrepreneurial Orientation on Firm Performance of Wholesale and Retailer SMES in Malaysia 2022Marketing and performance in small firms: the role of networking

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.