In this study, the authors examine the influence of market orientation on small firms' performance. The authors theorize that the association between market orientation and small firm performance provides an incomplete picture in a competitive environment. The application of configuration approach which involves simultaneous consideration of market orientation, strategic flexibility and competition intensity is crucial to examine driver of firm performance.
Chaudhary S., Sangroya D., Arrigo E., Cappiello G. (2023). The impact of market orientation on small firm performance: a configurational approach. INTERNATIONAL JOURNAL OF EMERGING MARKETS, 18(10), 4154-4169 [10.1108/IJOEM-03-2021-0411].
The impact of market orientation on small firm performance: a configurational approach
Cappiello G.
2023
Abstract
In this study, the authors examine the influence of market orientation on small firms' performance. The authors theorize that the association between market orientation and small firm performance provides an incomplete picture in a competitive environment. The application of configuration approach which involves simultaneous consideration of market orientation, strategic flexibility and competition intensity is crucial to examine driver of firm performance.| File | Dimensione | Formato | |
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