Marketing orientation in SMEs: Effects of the internal environment

Richard C. Becherer · Diane Halstead · Paula J. Haynes

39 citations0/0 files storedNew England journal of entrepreneurship

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

Abstract

Marketing orientation refers to a culture in which organizations strive to create superior value for their customers (and superior performance for the business) by focusing on customer needs and long-term profitability. Some studies have found that firms with a high degree of marketing orientation experience improved performance; others have found mixed or nonsignificant results. The marketing orientation of small businesses has not been thoroughly investigated, however. This study of more than 200 small business CEOs examines the marketing orientation levels of small to medium-sized firms (SMEs) as well as the impact of various internal variables (sales/profit performance, company characteristics, and CEO characteristics) on marketing orientation levels. The results confirm some earlier research on marketing orientation and provide new insights into this important strategic dimension.

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References

1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 1994The Capabilities of Market-Driven Organizations 1995Market Orientation and the Learning Organization 1990The Effect of a Market Orientation on Business Profitability 1994Does Competitive Environment Moderate the Market Orientation-Performance Relationship?1998Market Orientation and Organizational Performance: Is Innovation a Missing Link?1993MARKOR: A Measure of Market Orientation

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