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Achieving Growth and Responsiveness: Process Management and Market Orientation in Small Firms

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  • Bret Golann

Abstract

Achieving a consistent market orientation is a challenge for entrepreneurial manufacturers. This research seeks improved understanding of how internal process management assists and hinders small growing manufacturers in achieving the responsiveness component of a market orientation. Under process management, firms implement internal systems, procedures, and performance measures to improve performance and responsiveness to changing markets. Benefits include improved market sensing, two‐way communication, and coordinated responses to market demands. Despite the potential benefits, researchers question whether the internal structure and control of process management will improve responsiveness in entrepreneurial firms. Process management may conflict with the organizational cultures, agility, and responsiveness of entrepreneurial companies. Research results identify how process management assists and hinders the responsiveness component of market orientation in small manufacturers. Management implications and strategies for coping with growth challenges are presented.

Suggested Citation

  • Bret Golann, 2006. "Achieving Growth and Responsiveness: Process Management and Market Orientation in Small Firms," Journal of Small Business Management, Taylor & Francis Journals, vol. 44(3), pages 369-385, July.
    • Handle: RePEc:taf:ujbmxx:v:44:y:2006:i:3:p:369-385
    DOI: 10.1111/j.1540-627X.2006.00177.x
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