DOAJ Open Access 2003

Marketing orientation in SMEs: Effects of the internal environment

Richard C. Becherer Diane Halstead Paula Haynes

Lihat Sumber DOI

Abstrak

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.

Topik & Kata Kunci

Small and medium-sized businesses, artisans, handicrafts, trades Business

Penulis (3)

Richard C. Becherer

Diane Halstead

Paula Haynes

Format Sitasi

APA MLA BibTeX

Becherer, R.C., Halstead, D., Haynes, P. (2003). Marketing orientation in SMEs: Effects of the internal environment. https://doi.org/10.1108/NEJE-06-01-2003-B003

Akses Cepat

Lihat di Sumber doi.org/10.1108/NEJE-06-01-2003-B003

Informasi Jurnal

Tahun Terbit: 2003
Sumber Database: DOAJ
DOI: 10.1108/NEJE-06-01-2003-B003
Akses: Open Access ✓