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Are Growing SMEs More Market‐Oriented and Brand‐Oriented?

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  • Helen Reijonen
  • Tommi Laukkanen
  • Raija Komppula
  • Sasu Tuominen

Abstract

The aim is to examine whether growing, stable, and declining small and medium‐sized enterprises (SMEs) differ from one another in terms of market orientation and brand orientation. The results show that growing SMEs have adopted market and brand orientations to a greater extent than have the stable or declining ones. They also suggest that these orientations can prove to be helpful in achieving different kinds of growth goals. Thus, in order to support the growth of SMEs, more information and training should be offered to them about issues relating to these orientations.

Suggested Citation

  • Helen Reijonen & Tommi Laukkanen & Raija Komppula & Sasu Tuominen, 2012. "Are Growing SMEs More Market‐Oriented and Brand‐Oriented?," Journal of Small Business Management, Taylor & Francis Journals, vol. 50(4), pages 699-716, October.
    • Handle: RePEc:taf:ujbmxx:v:50:y:2012:i:4:p:699-716
    DOI: 10.1111/j.1540-627X.2012.00372.x
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    Cited by:

    1. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.

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