Book reviews

Many commentators suggest that market and competitive dynamics threaten the very survival of small shops in the UK. In light of this, the research presented here reports the findings of a major study that investigates the relationship between market orientation and performance in small UK retailers through an empirical analysis of survey data. Findings indicate that market orientation and performance are positively related and, moreover that, the customer strategy focus of small retailers is the key determinant of success compared with other components of market orientation and environmental influences. The implications for practitioners and policy makers are considered, particularly the importance of market-oriented culture in formulating and implementing customer-led strategies which distinguish successful small retailers from those that struggle to survive.     

Does managing customer accounts receivable impact customer relationships,and sales performance? An empirical investigation

The impact of accounts receivables on the performance of salespersons is largely ignored in sales literature. However, in many sales contexts, managing customers' accounts receivables is directly managed by the salespeople, and therefore substantially impacts their sales performance. Towards such sales contexts, in this empirical study, we study the effect of customer account receivables and salespersons' customer orientation on their relationship orientation and customer-related performance. We further analyse the direct impact of relationship orientation on customer-related performance. Using survey-based data from 224 salespersons based out of India, we empirically test the proposed model using partial least squares structural equation modelling. Our findings suggest that accounts receivables from customers and salespersons ‘customer orientation strongly impact relationship building and also improves customer-related performance. The salespersons’ relationship orientation also partially mediates the relationship between customer account receivables and customer-related performance. Therefore, this study provides much-required evidence to establish the salience of salesforce appropriately managing customers' account receivables so that its impact on their sales performance customer relationships are not adversely affected.     

Examining the Paths from Export Strategic Orientations to Export Performance: The Mediating Role of Export Resource Transformation Capability

Export strategic orientation research suggests that export entrepreneurial orientation (EO) and market orientation (MO) directly affect export performance. Based on the dynamic capability theory, this study hypothesizes that export resource transformation capability is an intervening factor that helps explain how EO and MO, individually and jointly, impact export performance. Using archival and survey data from small and medium‐sized exporters in the United Kingdom and Nigeria, the study finds that export resource transformation capability partially mediates the individual effects of EO and MO on export performance in both samples. Results further show that export resource transformation capability does not mediate the joint effect of EO and MO on export performance. The findings help provide a more complete understanding of how export strategic orientations might be related to export performance. © 2016 Wiley Periodicals, Inc.     

How do alternative strategic orientations influence social media performance?

Increasingly organisations are using social media due to its advantages over traditional media however, its successful implementation has been problematic. To address this issue this study drew from the organisational orientation literature to examine alternate frameworks for implementation. Survey data were obtained from senior marketers from various Australian industries and structural equation modelling was used to test the hypothesised relationships. The study identified the components of alternate strategic orientations which were positively or negatively related to social media performance. The contribution of the study is to identify how the different emphasis within market, entrepreneurial and e-marketing orientations impact social media performance in terms of customer retention and customer acquisition. Implications for theory and practice are provided. Finally, research limitations and future research suggestions are presented.     

Entrepreneurial orientation,entrepreneurial competencies,innovation, and performances in SMEs of Pakistan: Moderating role of social ties

The current study examines the mediating role of innovation and entrepreneurial competencies in entrepreneurial orientation’s relationship with financial, social, and environmental performance. This research also determines the role of social ties in strengthening the association between innovation and entrepreneurial competencies with social, financial, and environmental performance. Using multi-source and time-lagged studies, the data was collected from 297 small and medium-sized enterprises (SMEs) in Pakistan, and structural equation modeling was used to test direct, indirect, and moderating hypotheses. The findings show that entrepreneurial orientation, entrepreneurial competencies, and innovation positively correlate with all the types of performance under investigation and confirm the mediating role of innovation and entrepreneurial competencies. Additionally, social network ties strengthen innovation—financial performance, and entrepreneurial competencies—social performance relationship. This research proposes significant theoretical and managerial implications by determining the impact of entrepreneurial orientation on SMEs in Pakistan.     

Market Orientation in the Chilean Small Business Context

Abstract

Market orientation has been considered a key factor in successful business operations across different markets. To test this assertion, the authors examine the influence of a firm's market orientation on small business performance in the Chilean retail environment. They go on to report empirical information about the characteristics of the market-oriented retailers in Chile. The Kohli, Jaworski, and Kumar (1993) MARKOR scale is used in the study to assess the market orientation in the context of a developing country environment. Data for the study were collected from small retailers in Chile through self-administered questionnaires using a drop-off/pick-up method. The results show a significant correlation between market orientation and small business performance. Path analyses found that the best structure among the Market Orientation dimensions is: Intelligence Generation→ Intelligence Dissemination → Responsiveness. Moreover, these performance measures differed significantly among the three different partitions obtained using a k-means cluster analysis. The findings indicate that the MARKOR scale is both valid and reliable in a diverse Chilean small business environment.     

The effects of entrepreneurial orientation and marketing information on the performance of SMEs

In this study, we investigate the effects of entrepreneurial orientation and marketing information on the performance of small and medium-sized enterprises. We build and test a causal model using data obtained from Singaporean entrepreneurs and find support for most of our hypotheses. The results indicate that entrepreneurial orientation plays an influential role on the acquisition and utilization of marketing information, and also has a direct effect on firm performance. The utilization of information regarding marketing mix decisions (particularly the Promotion and Place elements) positively affects firm performance, and it partially mediates the relationship between entrepreneurial orientation and firm performance. The implications and future research directions are discussed.     

Entrepreneurial marketing: a comparative study

This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value. Researchers acknowledge that firms adopting other strategic orientations combined with a market orientation are more likely to outperform their competitors. Currently, there are few comparative studies of knowledge-intensive technology firms and no comparative cross-country studies, which consider firm growth and orientation from the EM perspective. This paper addresses these issues by using an entrepreneurial marketing orientation qualitative framework that consists of 15 dimensions, which allow investigation of entrepreneur and employee activities, attitudes and behaviors in such firms. Using a UK and US sample of firms, this research enables assessment of how and why entrepreneurial marketing orientation may lead to sustainable growth for firms in challenging markets and provides a comparison in two different country contexts.     

An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan

This study examines the social media strategy and performance of fashion brands. Drawing upon the resource-based view, the study explores the influence of entrepreneurial orientation, innovation orientation, and market orientation on social media strategy and performance. Analysis was conducted using data on 207 Taiwanese fashion brands. These data were collected from a mail survey. Structural equation modeling and fuzzy-set qualitative comparative analysis were used to test the empirical relationships proposed in the research hypotheses. The results indicate that social media strategy affects performance; entrepreneurial orientation and innovation orientation affect social media strategy; entrepreneurial orientation positively affects performance; and innovation orientation and market orientation positively affect performance.     

Integrating customer orientation, corporate entrepreneurship, and learning orientation in organizations-in-transition: an empirical study

The paper addresses the issue of interrelationships between market orientation, corporate entrepreneurship, and learning orientation in the context of emerging economies. These three constructs have drawn an increasing level of interest in both marketing and management fields as organizations face challenges in a volatile environment. With a national sample of state-owned enterprises in China, the present study simultaneously tests potential relations between these structural constructs and their relationships with the organizational outcome that is reflected with marketing program dynamism. The findings of this study indicate that: (1) sampled state-owned enterprises demonstrate a higher level of changes in organizational outcome resulted from a stronger customer orientation, corporate entrepreneurship, or learning orientation; (2) learning orientation fully or partially mediates the impact of customer orientation and corporate entrepreneurship on outcome; (3) state-owned enterprises with foreign partnership have a higher level of customer orientation, entrepreneurship, and learning orientation; and (4) state-owned enterprises in the service sector have a higher level of customer orientation.     

Network embeddedness,headquarters entrepreneurial orientation,and MNE international performance

The aim of this paper is to examine the role played by external and internal network embeddedness in the headquarters entrepreneurial orientation of multinational enterprises (MNEs), and the role of the latter in MNE performance. Drawing on responses from CEOs in a sample of 143 European MNEs, our study offers evidence for the antecedent role of network embeddedness on headquarters entrepreneurial orientation on the one hand, and for the positive impact of headquarters entrepreneurial orientation on international performance on the other. Our findings contribute to the network view of MNEs in the international business and international entrepreneurship literature by disentangling the complex phenomenon of entrepreneurship in MNEs, partly explained by its multiple embeddedness in external and internal networks, and by studying its impact on international performance.     

The differential and synergistic effects of market orientation and entrepreneurial orientation on hotel ambidexterity

Innovation ambidexterity has surprisingly received limited attention in hospitality research. Using data from 101 Jordanian hotels analyzed with PLS structural equation modeling, this paper reports a double differential effect of two strategic orientations, market orientation (MO) and entrepreneurial orientation (EO), on hotel ambidexterity. On the one hand, EO (MO) has a stronger impact on exploratory (exploitative) than on exploitative (exploratory) innovation. On the other hand, EO has a stronger impact than MO on both innovation forms. Furthermore, the synergy between EO and MO has a positive impact on exploitative and exploratory innovation, both of which in turn enhance hotel performance.     

Innovative capabilities: Their drivers and effects on current and future performance

This study investigates the role of a firm's orientation, both customer and competitor, in driving innovative capabilities and the impact of those capabilities on a firm's current and future performance. The study's contribution is threefold in that it (1) examines market-related exploitative and explorative capabilities in conjunction with product development exploitative and explorative capabilities in terms of their strategic drivers (firm orientation) and performance outcomes; (2) disentangles the effects of exploitative and explorative capabilities on current and future performance; and (3) examines the role of innovative capabilities within the particularly relevant, but understudied, context of exporting. The findings suggest that, although customer orientation relates to both exploitative and explorative capabilities, competitor orientation relates only to exploitative capabilities. Exploitative capabilities affect current performance, whereas explorative capabilities affect future performance. These findings are of crucial relevance to export managers in their quest to identify, extend, and create new market opportunities.     

Effects of Informal Institutions on the Performance of Microenterprises in the Philippines: The Mediating Role of Entrepreneurial Orientation

The study investigates the effects of informal institutions and entrepreneurial orientation on the performance of microenterprises at the subnational level within a developing country context. Using structural equation modeling based on a large-scale survey of 735 microenterprises in the Philippines, it is found that informal institutional factors and entrepreneurial orientation are associated with firm performance. However, further analysis reveals a strong mediating role of entrepreneurial orientation on the informal institutions-firm performance relationships. This finding is novel and adds to our understanding of the mechanism through which informal institutions affect firm performance, particularly for microenterprises in developing countries.     

Antecedents and Performance Implications of a Sales Department's Learning and Entrepreneurial Orientation in SMEs

Existing research on entrepreneurial orientation (EO) has concentrated on the organizational level but neglected the analysis of more fine‐grained effects of EO in organizations. This study applies the concept of EO to the departmental level and investigates the sales department's entrepreneurial orientation (SDEO) and salespeople's learning orientation (SLO) and these orientations' impact on sales performance. Using a survey of 268 small and medium‐sized enterprises, the authors find that SDEO is a key performance lever, whereas SLO only indirectly fosters sales performance through driving SDEO. Furthermore, informal controls and technological turbulence are found to be important drivers of SDEO and SLO.     

Relating strategic market orientation and market performance: role of customer value types

A service provider achieves competitive advantage by configuring appropriate strategic orientation and customer value type. This paper addresses three important issues: (i) which customer value type (economical, relational or technical) is important for bank customers? (ii) which strategic market orientation (customer or competitor) helps in achieving the desired value type? and (iii) which value type significantly predicts market performance? We propose that a strategic market orientation pursued by a firm shall influence the customer value it intends to offer so as to maximize the market performance. Using data collected from 538 bank customers, this study reveals that when there is a perfect match between strategic market orientation and value being perceived by its customers, a firm shall achieve strategy-value fit and realize optimal market outcomes in the form of customer satisfaction, acquisition, retention, cross-selling, and up-selling. Furthermore, a bank shall realize maximum level of market performance if it pursues both customer and competitor orientation and endeavors to deliver technical/functional value to its target customers. The paper concludes with managerial implications and future research directions.     

The performance implications of entrepreneurial proclivity: A dynamic capabilties approach

Retail performance is driven in part by a retailer's ability to not only develop knowledge resources, but also convert these resources into the dynamic capability of market responsiveness. The results of this study add to the growing literature on dynamic capabilities by showing that the management orientation of entrepreneurial proclivity not only aids in the accumulation of knowledge resources, but can aid (as well as hinder) the conversion of these resources into dynamic capabilities. Specifically, we show that the management orientation of entrepreneurial proclivity increases the accumulation of knowledge resources, in addition to enhancing the conversion of one knowledge resource (knowledge of suppliers) in the capability of market responsiveness. However, this same management orientation also diminishes the conversion of another knowledge resource (knowledge of regulatory agencies). The results are based on a survey of 269 small retailers.     

Entrepreneurial orientation and firm performance in non-profit service organizations: contingent effect of market orientation

Prior research indicates that an inverted U-shaped relationship exists between entrepreneurial orientation (EO) and firm performance. This study argues that the inverted U-shaped relationship may depend on the level of market orientation (MO). A moderated hierarchical regression based on a sample of 307 non-profit service organizations reveals that an inverted U-shaped relationship exists between each sub-dimension of EO and performance. However, these relationships do not exist for each sub-dimension of MO. When both market intelligence generation and responsiveness are high, the relationship between innovativeness and performance will be in a linear form. Under the condition of high-market intelligence responsiveness, the higher proactiveness will lead to a higher performance level. These findings will better our understanding of the relationship between EO and firm performance.     

Leadership Style as Driver of Salespeoples' Customer Orientation

The topic of customer orientation has increasingly attracted interest in both academic marketing research and practice. One factor which has been increasingly discussed as an important driver of a sales person's customer orientation is that of leadership style. If a sales person's supervisor expresses a strong customer orientation this should have a strong impact on the behavior of his or her subordinates. However, this aspect has not received much research attention. In this study, we propose a theoretical framework of leadership style which identifies three key dimensions: initiation of structure, consideration, and initiation of customer orientation. Hypotheses which relate these dimensions to customer oriented attitudes and behaviors are then developed and empirically examined. Results support the presence of three dimensions of customer oriented leadership style. Findings also indicate differential effects of the three dimensions on customer oriented attitudes. The academic and managerial implications of these findings are then discussed.     

Entrepreneurial Orientation and Performance of Chinese High-Tech Firms： The Mediating Role of Organizational Learning and Moderating Role of Firm Life Cycle

The evidence about how entrepreneurial orientation （EO） affects firms＇ performance remains inconclusive. This study joins the research by incorporating organizational learning （OL） as a micro-macro link and by extending empirical work to the largely underexplored context of Chinese high-tech industries. Results from a survey of 252 Chinese high-tech firms demonstrate： （1） entrepreneurial orientation is positively related to firm performance; （2） organizational learning is also positively related to firm performance; （3） organizational learning partly mediates the positive impact of entrepreneurial orientation on firm performance; and （4） high-tech companies in the start-up and growth stage are likely to demonstrate stronger linkages in the EO-OL-performance relationship than in mature stage, which shows that the EO-OL-performance relationship is moderated by firms＇ life cycle.