MARKET ORIENTATION, INNOVATION, AND DYNAMISM FROM AN OWNERSHIP AND GENDER APPROACH: EVIDENCE FROM MEXICO

Laura Serviere-Munoz and Anshu Saran

International Journal of Management and Marketing Research, 2012, vol. 5, issue 2, 1-17

Abstract: For businesses where resources are scarce and civil conditions are currently unstable, such as the Mexican state of affairs, striving for business practices that embrace a market orientation (MO) becomes critical to maintaining market share or even business survival. This paper addresses whether MO, innovation, and dynamism levels substantially differ among small businesses in Mexico, from an ownership (manager vs. owner) and gender approach. Our results show that there are no gender differences about market orientation. However, women in small business settings seemed to be more attuned with the need for businesses to be innovative and dynamic. Owners and managers demonstrated a similar degree of market orientation, innovation, and dynamism; reflecting the importance placed on small businesses to be a source of income despite being an owner or manager

Keywords: Market Orientation; Innovation; Dynamism; Small Business; Gender; Ownership Approach; Mexico (search for similar items in EconPapers)
JEL-codes: M16 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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