Market orientation: a sustainable small scale advantage?

Autor:	Birger M. Vikøren
Rok vydání:	1990
Předmět:	Generation process Economics and Econometrics Development Orientation (graph theory) Private sector Research findings Economies of scale Customer orientation Scale (social sciences) Market orientation Business Business and International Management Marketing Industrial organization
Zdroj:	Entrepreneurship & Regional Development. 2:335-344
ISSN:	1464-5114 0898-5626
DOI:	10.1080/08985629000000021
Popis:	The job generation process is of vital importance in society. A recent study in Norway shows that as much as 82% of total net gain in employment in the private sector during the period 1977-88, is generated by small firms with less than 20 employees. The self-sustaining strength of the small firm sector defies the theory of economies of scale. Surveys conducted among small and medium sized owner-managed firms (SMB) in Norway show that customer orientation is more common among small than medium size firms, and that this orientation is becoming more widespread. Although the marketing concept in theory is based upon the philosophy of customer orientation, recent research findings show that such orientation is not easily engendered in large firms. In this study it is argued that customer orientation is a natural (as well as a necessary) strategy in most small firms, and since customer orientation is not easily engendered in larger firms, it may be considered to be a distinct sustainable competitive small scal...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3405d34dfe0d73445a4c871af0554545 https://doi.org/10.1080/08985629000000021 Zobrazit plný text záznamu