Market(ing) Wisdom Differences between Family and Non-Family Firms: An Empirical Study on Small and Medium Enterprises

Arsalan Mujahid Ghouri, Naveed Khan, Mustafa Khan, V. Venkatesh and Hari Srivastava
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Arsalan Mujahid Ghouri: University Pendidikan Sultan Idris
Naveed Khan: CAGT - Centre d'anthropologie et de génomique de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - Comue de Toulouse - Communauté d'universités et établissements de Toulouse - CNRS - Centre National de la Recherche Scientifique
Mustafa Khan: University Pendidikan Sultan Idris
V. Venkatesh: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Hari Srivastava: UVIC - University of Victoria [Canada]

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Abstract: In today's competitive business environment, family and non-family small and medium enterprises (SMEs) strive to survive despite many challenges. Market knowledge and marketing efforts are crucial for them to sustain and enhance business with limited resources. In this paper, we examined three constructs (i) market orientation, (ii) marketing capabilities and (iii) marketing practices impact on the SMEs' service sector performance. The interaction effect of ownership type (family and non-family firms) was also observed in the model. Data was collected from 240 SMEs in three major metropolitan cities. This study found positive relationships of each construct (market orientation, (ii) marketing capabilities and (iii) marketing practices) on firm performance as hypothesised. The interaction effect of ownership type i.e. family and non-family, evident on marketing capabilities and SMEs' performance. Non-family businesses are open for adopting new ideas and personnel into decision making. Family firms should be more adaptable to compete with non-family firms. The managerial and theoretical implications discussed in family and non-family firms' perspective.

Keywords: service sector; owner ship type; family firms; marketing practices; marketing capabilities; market orientation; SMEs (search for similar items in EconPapers)
Date: 2020-11-30
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Published in Journal of Enterprising Culture, 2020, 28 (02), pp.171-200. ⟨10.1142/S0218495820500089⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05482085

DOI: 10.1142/S0218495820500089

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