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An alternative view of small firm adaptation

Colin Jones (Lecturer in Entrepreneurship in the School of Management, University of Tasmania, Sandy Bay, Australia)

Journal of Small Business and Enterprise Development

ISSN: 1462-6004

Article publication date: 1 September 2004



Increasingly, small firms with a history tied to a specific geographic location are having their survival threatened by new and innovative Web‐based entrants. This paper considers the plight of such firms and proposes an alternative means to reflect on how they may or may not learn about such threats or opportunities. Adopting an evolutionary perspective, the construct absorptive capacity is used to highlight the deficiencies of current market orientation theory to explain the process of firm learning. The conceptual model of evolutionary potential provides a framework through which both the firm and its owners’/owner’s abilities to learn can be taken into account.



Jones, C. (2004), "An alternative view of small firm adaptation", Journal of Small Business and Enterprise Development, Vol. 11 No. 3, pp. 362-370.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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