Market orientation development in family owned small and medium enterprises

This research examined the nature of Market Orientation and analysed the extent of Market Orientation development in family owned small and medium sized enterprises. The causes and means that may be instrumental in developing a Market Orientation were also evaluated using a case study approach. A paucity of knowledge was identified in this area of researching Market Orientation in family owned SMEs especially with a qualitative methodology. The lack of research and need for balancing the importance of the disciplinary foundation of marketing with consideration to constraints of small business by adapting the implementation process of small business marketing was highlighted in the literature review. Accordingly a balanced approach was adopted of considering the Market Orientation concept as universal in principle whilst adapting it to the unique characteristics of family owned small and medium sized enterprises by emphasising some differences in the extent of Market Orientation and in the process of Market Orientation development. Accordingly the Researcher built an integrated conceptual framework using the SME stages model as a starting point and superimposing the effect of family ownership to focus on the process of Market Orientation adoption.

Name dc:type.qualificationname

mphil

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

Nottingham Trent University

Year dc:date.issued

2011

Author dc:creator

• Lawrence, A

Language dc:language

en