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The Effect Of Strategic Orientation And Gender On Survival: A Study Of Potential Mass Merchandising Suppliers

Author

Listed:
  • TAMI L. KNOTTS

    (Missouri State University, College of Business Administration, Department of Management, 901 South National Avenue, Springfield, MO 65897, USA)

  • STEPHEN C. JONES

    (Arkansas Tech University, Department of Business & Economics, Russellville, AR 72801, USA)

  • KAREN L. BROWN

    (Missouri State University, College of Business Administration, Department of Management, 901 South National Avenue, Springfield, MO 65897, USA)

Abstract

While a market orientation is associated with superior performance (Narver and Slater, 1990; Kara et al., 2005), it may not be the only approach for small manufacturers (Noble et al., 2002). Our study examines whether two other orientations — production and marketing — influence the survival rate for small manufacturers wanting to supply the mass merchandising marketplace. We also investigate the impact of gender-related preferences on the continued existence of these firms.The sample for this study consisted of 1,690 small, independently-owned manufacturers who participated in an evaluation program in order to become a supplier for a major mass merchandiser. Results showed that surviving firm owners placed more emphasis on production than marketing activities, while non-surviving firm owners did the opposite. When gender was considered, male-owners showed similar preferences as the general sample, but the reverse was true for female entrepreneurs. We conclude that an exclusive focus on a market orientation may be counterproductive to a firm's long-term success. For small manufacturers in the mass merchandising industry, both a production and marketing orientation are needed to survive.

Suggested Citation

  • Tami L. Knotts & Stephen C. Jones & Karen L. Brown, 2008. "The Effect Of Strategic Orientation And Gender On Survival: A Study Of Potential Mass Merchandising Suppliers," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 13(01), pages 99-113.
    • Handle: RePEc:wsi:jdexxx:v:13:y:2008:i:01:n:s1084946708000879
    DOI: 10.1142/S1084946708000879
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    Cited by:

    1. Lin Song & Li Jing, 2017. "Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China," International Entrepreneurship and Management Journal, Springer, vol. 13(4), pages 989-1012, December.
    2. Adams, Pamela & Bodas Freitas, Isabel Maria & Fontana, Roberto, 2019. "Strategic orientation, innovation performance and the moderating influence of marketing management," Journal of Business Research, Elsevier, vol. 97(C), pages 129-140.
    3. Natasha Evers & Gabriela Gliga & Alex Rialp-Criado, 2019. "Strategic orientation pathways in international new ventures and born global firms—Towards a research agenda," Journal of International Entrepreneurship, Springer, vol. 17(3), pages 287-304, September.
    4. Lin Song & Li Jing, 0. "Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-24.

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