Marketing and entrepreneurial orientation in small firms

Tzokas, N., Carter, S. and Kyriazopoulos, P. (2001) Marketing and entrepreneurial orientation in small firms. Enterprise and Innovation Management Studies, 2(1), pp. 19-33. (doi: 10.1080/14632440110056625)

Abstract

Research investigating the competitive advantage of small firms has consistently emphasized the importance of marketing, strategic positioning and entrepreneurship as key factors in business survival and growth. The ability to identify and operate in a particular market niche enables the firm to exploit a range of specializations and offers protection from larger competitors. Yet despite the widespread acceptance of the importance of the marketing concept for the small firms survival and growth process, the precise marketing activities and competencies that contribute most strongly to business performance have still to be identified. This paper reports the results of a study which sought to explore the relationship between the marketing and entrepreneurial orientation of small firms. The study employed an activity-based perspective whereby demonstrable marketing competencies were related to the orientation evident in the firms and their ultimate performance. The analysis demonstrated that certain competencies were more strongly associated with a marketing orientation while others were associated with an entrepreneurial orientation. These results were linked to the performance of the firm. The discussion of these results contributes to our understanding of how marketing and entrepreneurship are linked to the competencies of the firm and its eventual performance.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Carter, Professor Sara
• Authors: Tzokas, N., Carter, S., and Kyriazopoulos, P.
• College/School: College of Social Sciences
• Journal Name: Enterprise and Innovation Management Studies
• Publisher: Taylor & Francis
• ISSN: 1463-2446