Market orientation in the context of SMEs: A conceptual framework

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

Journal of Business Research, 2011, vol. 64, issue 12, 1320-1326

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.

Keywords: Market orientation; SME performance; Small business strategy; Small business marketing (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (38)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:12:p:1320-1326

DOI: 10.1016/j.jbusres.2010.12.002

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