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Market Orientation, Innovation, And Dynamism From An Ownership And Gender Approach: Evidence From Mexico

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  • Laura Serviere-Munoz
  • Anshu Saran

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

Suggested Citation

  • Laura Serviere-Munoz & Anshu Saran, 2012. "Market Orientation, Innovation, And Dynamism From An Ownership And Gender Approach: Evidence From Mexico," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(2), pages 1-17.
    • Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:1-17
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    References listed on IDEAS

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    Cited by:

    1. Filculescu Adina, 2016. "The heterogeneous landscape of innovation in female led-businesses – cross-country comparisons," Management & Marketing, Sciendo, vol. 11(4), pages 610-623, December.
    2. Manish Kumar & Hemang Jauhari & Rani S Ladha & Niti Shekhar, 2015. "Gender Perceptions and Organisational Climate: A Study of Two Structurally Different Large Organisations in India," Working papers 187, Indian Institute of Management Kozhikode.

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    More about this item

    Keywords

    Market Orientation; Innovation; Dynamism; Small Business; Gender; Ownership Approach; Mexico;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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