THE EFFECT OF STRATEGIC ORIENTATION AND GENDER ON SURVIVAL: A STUDY OF POTENTIAL MASS MERCHANDISING SUPPLIERS

Tami L. Knotts (), Stephen Jones () and Karen L. Brown
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Tami L. Knotts: Missouri State University, College of Business Administration, Department of Management, 901 South National Avenue, Springfield, MO 65897, USA
Karen L. Brown: Missouri State University, College of Business Administration, Department of Management, 901 South National Avenue, Springfield, MO 65897, USA

Journal of Developmental Entrepreneurship (JDE), 2008, vol. 13, issue 01, 99-113

Abstract: 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.

Keywords: Strategic orientation; market orientation; gender; mass merchandising; supplier (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (4)

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DOI: 10.1142/S1084946708000879

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