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Open Access
Article
Publication date: 8 July 2021

Hossein Mansouri, Saeed Sadeghi Boroujerdi, Michael Polonsky, Maizaitulaidawati Md Husin and Mehdi Seydi

This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.

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Abstract

Purpose

This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.

Design/methodology/approach

The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software.

Findings

The findings indicate a positive relationship between internal marketing and employees' entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation.

Originality/value

The results suggest a higher level of market orientation in the organization can increase teamwork and, consequently, entrepreneurship development among employees. This is important in sports clubs as employees have a significant role in the success of the sports club. Club employees' satisfaction, generated through internal marketing, provides is a prerequisite for customer satisfaction. This therefore creates an environment supportive of entrepreneurial orientation in the club.

Details

New England Journal of Entrepreneurship, vol. 25 no. 2
Type: Research Article
ISSN: 2574-8904

Keywords

Open Access
Article
Publication date: 29 June 2018

Ismael Luiz dos Santos and Sidnei Vieira Marinho

This study aims to find evidence of a possible relationship between three constructs that are generally investigated separately: entrepreneurial orientation, understood as…

6643

Abstract

Purpose

This study aims to find evidence of a possible relationship between three constructs that are generally investigated separately: entrepreneurial orientation, understood as entrepreneurship on the organizational level; marketing capability, seen as a highly competitive factor for the organization; and business performance, highlighted as a focus of the entire organization.

Design/methodology/approach

A survey-based quantitative approach was adopted with a cross-sectional temporal perspective. To arrive at results that can be compared, the study uses factor analysis and structural equations modeling techniques, with estimations of maximum likelihood for testing the quality of fit of the measures to the structural models, using SPSS 21 and AMOS 16 software. Data were collected at the 27th EXPOSUPER, which is a trade fair at which 35,000 visitors were present. The data collection instrument used is a questionnaire previously validated by Reis Neto et al. (2013a). The first section covers control variables chosen to profile the firms, the second contains entrepreneurial orientation variables, the third comprises marketing capability variables and the fourth section contains business performance variables, all using seven-point Likert response scales.

Findings

Tests of the entrepreneurial orientation measurement scale produced interesting results in this application within the retail supermarket industry. The results of exploratory factor analysis indicated that a scale with three dimensions was significant. The relationship between entrepreneurial orientation and marketing capability (H1) is positive, through the intermediate dimensions of innovation, proactiveness and risk-taking, used by firms’ management, contributing to their efforts to research and manage the market, to develop products and services and to offer better prices. Exploratory factor analysis and confirmatory factor analysis showed that four of the scale’s dimensions of the marketing capability were significant: market research, market management, new product development and pricing. Comparison of these results with those of Reis Neto et al. (2013a) reveals a difference, as although their result, achieved using structural equations modeling, also had four factors; the promotion dimension was the most significant and absorbed the other variables. Despite these differences, confirmatory factor analysis and structural equations modeling demonstrated that this construct met the minimum conditions for adequacy, where (H2), formulated to test the relationship between the marketing capability construct, was confirmed. The final construct analyzed in this study was business performance, initially suggested by González-Benito et al. (2009), and also used by Reis Neto et al. (2013a). They used the dimensions profitability, market value and market response, and in the present study, after exploratory factor analysis, confirmatory factor analysis and structural equations modeling, the results were identical to those authors results, in that (H3), formulated with the objective of testing the relationship between the entrepreneurial orientation construct and business performance, was confirmed, and although this was not the most robust of the relationships postulated in the three hypotheses, but was of lower significance.

Research limitations/implications

Although this study has achieved its objective, one of the study’s limitations relates to the data collection instrument, which was subject to failures in terms of the number of variables to be analyzed in each dimension. This led to elimination of certain dimensions during the analyses. Another limitation is related to the method used in the study. When questionnaires are used as data collection instruments, respondents often may not understand the true meaning of questions, which could lead them to choose any option, thereby stripping the results of credibility. In view of this limitation, it is suggested that future researchers conduct qualitative studies, using the case study method, which could offer greater clarity and increase understanding of the results related to these subjects. Even considering that this study has certain limitations and restrictions affecting generalization, it is hoped that it raises new questions, interests and inspirations, improving and complementing understanding of this strong social and economic sector.

Originality/value

It is identify the relationship between entrepreneurial orientation and marketing capability, since to date there is no evidence from studies confirming the existence of such a relationship. This statement was based on the results of a bibliographic survey conducted using the ProKnow-C, knowledge development process-constructivist methodology, in which, this originality was positive and significant, offering new studies from this point of view.

Details

Innovation & Management Review, vol. 15 no. 2
Type: Research Article
ISSN: 2515-8961

Keywords

Open Access
Article
Publication date: 15 July 2022

Izabela Kowalik, Lidia Danik and Agnieszka Pleśniak

The entrepreneurial marketing orientation (EMO) has been studied primarily in developed countries. The past research has focused on entrepreneurial marketing dimensions and their…

1455

Abstract

Purpose

The entrepreneurial marketing orientation (EMO) has been studied primarily in developed countries. The past research has focused on entrepreneurial marketing dimensions and their relationship with selected small- and medium-sized firm (SME) activities, strategic orientations or performance. Scholars have not paid enough attention to the EMO determinants. This study aims to investigate whether the SMEs originating from different countries, including the post-transition market, differ in their entrepreneurial marketing approach and checks its external determinants connected with environmental turbulence.

Design/methodology/approach

A total of 219 Polish and 81 Finnish manufacturing SMEs, serving mainly business-to-business clients, were surveyed using the mixed-mode computer assisted telephone interview/computer assisted web interview method between 2020 and 2021. Structural equation modelling, multigroup confirmatory factor analysis analysis, analysis of variance and T-tests were applied.

Findings

The metric and partial scalar invariance of the EMO scale used in Finland and Poland was found. The authors showed that Finnish firms represent a more robust entrepreneurial posture in marketing than Polish ones. The export market turbulence and the perceived crisis influence are the environmental determinants of EMO level, while the industry technological development level is not.

Research limitations/implications

The conducted analyses allowed to identify EMO determinants, verify the entrepreneurial marketing measurement concept in a new country (Finland) and show the differences in EMO between SMEs from a less and more developed country.

Originality/value

The existing literature lacks empirical data on the external EMO determinants and inter-country comparisons. This study shows the differences in EMO level of companies from different country backgrounds and points to the market turbulence as its determinant.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 2 September 2019

Robert Kwame Dzogbenuku and Solomon Abekah Keelson

This paper aims to examine the interconnection between marketing and entrepreneurship among small and medium scale enterprises in emerging markets.

7391

Abstract

Purpose

This paper aims to examine the interconnection between marketing and entrepreneurship among small and medium scale enterprises in emerging markets.

Design/methodology/approach

Quantitative data were obtained from 113 micro, small and medium scale enterprises (SME) into services, manufacturing and agriculture selected conveniently within the Tema metropolis, a harbour city in Ghana; however, purposive sampling was used to choose owners and managers as respondents pre-occupied with marketing and entrepreneurial roles. These voluntary informants have operated between 4 and 9 years.

Findings

The study reveals a significant relationship between five dimensions of the study including market orientation and entrepreneurial success; customer orientation and entrepreneurial success; competitor orientation and entrepreneurial success; intelligence generation; and entrepreneurial success, including information dissemination and entrepreneurial success.

Research limitations/implications

Blending marketing with entrepreneurial initiatives has the propensity to accelerate success for wealth and job creation for national development especially in emerging markets where poverty and under development abounds. Adoption of basic marketing principles enables local entrepreneurs to become vehicles for social re-engineering and for rapid socio-economic growth, which ultimately affects lives at the local level. The study was limited to opinion of SME managers and owners of a harbour city.

Practical implications

Application of basic marketing principles influences entrepreneurial success in emerging markets (EMs) highlighting opinions of managers and owners of SMEs strategy warranting attention of stakeholders. Thus, the study validates theoretical model of how prudent marketing and entrepreneurial attitude contributes entrepreneurial success. It also provides a new perspective on marketing principles and success in emerging markets.

Social implications

Consciously incorporating basic marketing principles into operations of MSMEs will impact performances; hence, social lives of entrepreneurs will be affected positively.

Originality/value

This study being among the few in sub-Saharan Africa highlights how application of marketing principles to entrepreneurial operations is a vital role in growing local MSMEs unto the world stage. Therefore, blending basic marketing principles with entrepreneurial initiatives will accelerate wealth and job creation and national development to achieve the world's sustainable development goals aimed at reducing poverty.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 13 no. 2
Type: Research Article
ISSN: 2398-7812

Keywords

Open Access
Article
Publication date: 22 February 2022

Sasu Tuominen, Helen Reijonen, Gábor Nagy, Andrea Buratti and Tommi Laukkanen

The motivation for this study comes from decision making related to strategic marketing orientations in international markets. The authors examine if customer orientation and…

12716

Abstract

Purpose

The motivation for this study comes from decision making related to strategic marketing orientations in international markets. The authors examine if customer orientation and customer relationship orientation perform as two distinct constructs in driving firm innovativeness, and how together they support business growth among export firms. This study aims to suggest a customer-centric strategy for export firms that drive innovativeness and growth.

Design/methodology/approach

An international corporation specialized in company information services provided a list of the contact information of Italian companies. The authors sent an email request to respond to an online survey and received 416 effective responses from firms operating in export markets. The authors propose and empirically test a model in which customer orientation, customer relationship orientation and innovativeness predict business growth. This model controls for the effects of firm size, industry and customer type (B2B vs. B2C).

Findings

The study findings suggest that customer orientation and customer relationship orientation are two distinct strategic orientations driving innovativeness. However, they do not directly affect business growth. Instead, they require the innovativeness of an exporter to materialize as business growth.

Practical implications

The results of the study recommend business strategies focusing not only on customer needs and satisfaction but also on retaining current customers and building customer relationships in international markets. Firms can learn from international customers and develop effective customer-centric strategies to spread the acquired information into the internal decision-making as it contributes to firm innovativeness and business growth in international markets.

Originality/value

This study is one of the pioneering studies combining customer orientation and customer relationship orientation, showing their theoretical and empirical divergence. This study is also among the first which tests how the two strategic orientations together with innovativeness promote business growth among export firms. The authors add understanding of the synergistic effects both of using customer information and developing deeper relationships on firm innovativeness and performance among exporters.

Details

International Marketing Review, vol. 40 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 2 June 2021

Marcelo Royo-Vela, Juan Carlos Amezquita Salazar and Francisco Puig Blanco

This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are…

2895

Abstract

Purpose

This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect that the cluster can have on both the market orientation of clustered companies and their marketing performance and to furthermore evaluate the effect of the market orientation of companies in the cluster on their marketing performance.

Design/methodology/approach

This research used executive-level data that were obtained by carrying out a survey involving a unique dataset of 133 Colombian health-related businesses located in the city of Cali (Colombia) in 2014. A system of equations was modeled using SMART PLS. This analysis was complemented by a qualitative study that involved conducting in-depth interviews in six companies.

Findings

The results showed that, among the SMEs, membership in an urban services cluster did not significantly influence marketing performance or the implementation of marketing orientation practices. No differences were observed in internal managerial practices implemented between companies that were co-located and isolated. However, a higher level of competitor orientation was associated with greater marketing performance. Given the verified absence of moderating and mediating effects, our work provides a reasonable basis for proposing future research and practical recommendations.

Originality/value

While research has demonstrated the relationship between a company's market orientation and marketing performance, this type of analysis has not been carried out on service SMEs in geographic concentrations or clusters.

研究目的

本文旨在處理涉及市場導向與營銷績效間的關係的研究缺口. 當中小型企業處於服務群集內, 市場導向與其營銷績效間存在相互關係;本文旨在處理涉及這關係的研究缺口. 本研究有以下的主要目標:(1)找出群集對群集公司的市場導向及其營銷績效兩者的影響;(2)繼而評估在群集內公司的市場導向對其營銷績效的影響.

研究方法

本研究使用透過進行一項調查而取得的管理階層數據,而這調查涉及於2014年位於卡利市(哥倫比亞)133間與健康衛生有關的哥倫比亞企業的獨特資料集。一個方程式體系透過使用SmartPLS被模擬出來. 這分析有個補充輔助,就是一個涉及在六間公司內進行的深層訪談的質性研究.

研究結果

研究結果顯示,就有關的中小型企業而言,擁有城市服務群集身份並沒顯著地影響營銷績效或市場導向慣常做法的施行。對處於同一地點的公司,抑或是隔離的公司,其內部施行的管理慣常做法並沒觀察到有所不同。但是,高水平的競爭者導向與更佳的營銷績效兩者是相關的。考慮到調節及仲介效果被證實不存在,我們的研究為日後研究及實際建議的提出提供合理的基礎.

研究的原創性

從前的研究證實了公司的市場導向與營銷績效是相關的,唯這類研究分析從來沒有在地理集中或群集內的服務中小型企業上進行過.

Details

European Journal of Management and Business Economics, vol. 31 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

Open Access
Article
Publication date: 9 October 2017

Robert Ebo Hinson, Ibn Kailan Abdul-Hamid and Ellis L.C. Osabutey

Market orientation and positioning have been widely recognized as organizational metrics linked to hotel performance. The purpose of this study is to offer the link among market

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Abstract

Purpose

Market orientation and positioning have been widely recognized as organizational metrics linked to hotel performance. The purpose of this study is to offer the link among market orientation, positioning and hotel performance in Ghana’s (luxury) hotel sector. It also reports on the joint influence of market orientation and positioning on hotel performance in the same sector.

Design/methodology/approach

Three hypotheses were investigated on the link between market orientation and hotel performance, positioning and hotel performance, and the joint effect of market orientation and positioning on hotel performance. A survey of star-rated (luxury) hotels in the capital city of Ghana was used. One hundred and five responses were used in the analysis. Descriptive statistics, exploratory factor analysis and hierarchical regression were used to test the three hypotheses.

Findings

All hypotheses were accepted. Market orientation and positioning jointly affect hotel performance, and the study provides hotel managers with suggestions on how to enhance their performance via market orientation and positioning.

Research limitations/implications

Market orientation, positioning, and performance measures focused on management perspectives without including perceptions of customers.

Originality/value

This study is one of the few attempts to systematically investigate the intertwined concepts of market orientation, positioning and performance in a developing economy hospitality context.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 29 February 2024

Vera Rebiazina, Elena Sharko and Svetlana Berezka

The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a…

Abstract

Purpose

The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective.

Design/methodology/approach

The research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008–2020 to verify the impact of RM practices on market and FP in the long term.

Findings

The research underlines the significant impact of RM practices. It is important to notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects market and FP, whose roles vary with the return on assets (ROA).

Research limitations/implications

Research design supplements the subjective survey data with the objective FP data on the ROA to avoid common method bias.

Practical implications

Implementation of RM practices by Russian companies can increase their effectiveness of performance in the long term.

Originality/value

This research shows the positive impact of RM practices on the FP of Russian firms over the past 13 years.

Details

Journal of Economics, Finance and Administrative Science, vol. 29 no. 57
Type: Research Article
ISSN: 2077-1886

Keywords

Open Access
Article
Publication date: 4 May 2018

Jafar Rezaei and Roland Ortt

Earlier studies have generally shown a positive relationship between entrepreneurial orientation (EO) and the overall performance of the firm. The purpose of this paper is to…

31545

Abstract

Purpose

Earlier studies have generally shown a positive relationship between entrepreneurial orientation (EO) and the overall performance of the firm. The purpose of this paper is to understand in more detail how EO influences firm performance. It adds to the literature by distinguishing performances of different functions in a firm and by exploring how the dimensions of EO influence these functional performances and, in turn, overall firm performance.

Design/methodology/approach

This study examined the relationship between three dimensions of EO (innovativeness, proactiveness, risk-taking), three types of functional performances of firms (R&D performance, production performance, marketing and sales performance) and the overall performance of firms. The data are collected from 279 high-tech small-to-medium-sized enterprises (SMEs) using a postal survey. The proposed hypotheses are tested using structural equation modeling (SEM).

Findings

The results indicate that the dimensions of (EO) are related in different ways to the performance of functions in a firm. A positive relationship is observed between innovativeness and R&D performance and between proactiveness and marketing and sales performance. A negative relationship exists between risk-taking and production performance. The results also show a sequential positive relationship from R&D via production and marketing and sales to overall performance of firms. Therefore, it is concluded that the R&D, production and marketing and sales functions reinforce each other in a logic order and are complementary in their effect on overall firm performance.

Practical implications

The results imply that the three functions, R&D, production and marketing and sales, in a firm play different roles, both in the firm’s EO and in their contribution to overall performance. Managers can use the findings to monitor and influence the performance of different functions in a firm to increase overall firm performance.

Originality/value

The first contribution of this study is that it unravels (i) which dimensions of EO have an effect on the performance of separate functions in a firm, indicating that functions contribute in different ways to entrepreneurial orientation of the firm. A second contribution is assessing how the performance of these functions influence the firm’s overall performance. This paper fills a gap in the literature by exploring internal firm variables mediating the relationship between EO and overall firm performance and contributes to the discussion on the contradictory results regarding the relationship between risk-taking and firm performance.

Open Access
Article
Publication date: 30 April 2012

Heesung Bae, Yangkee Lee and Wooyoung Lee

This study has two objectives. The first aim is to ascertain whether innovation and market orientation have direct, indirect, and causal effects on customer service. The second…

Abstract

This study has two objectives. The first aim is to ascertain whether innovation and market orientation have direct, indirect, and causal effects on customer service. The second objective is to ascertain whether market orientation has a moderating effect on the relationship between innovation and customer service. This research follows three distinct methodologies. The first approach uses Cronbach’s alpha coefficient in order to check reliability while an exploratory factor analysis and a confirmatory factory analysis ascertain validity. The second method uses the analysis of structural equation models to test a causal link between variables. The third methodology uses a moderated regression analysis to verify the moderating effects. As our analysis results show, intelligence generation and intelligence dissemination have a moderating effect on the relationship between innovation and flexibility. These results can be interpreted as follows: firstly, customs clearance firms can provide superior service to customers if they strive to understand customer needs and provide them with flexible service at the same time. Secondly, these firms can enhance their flexibility of service in all departments though innovation and information sharing acquired from the market.

Details

Journal of International Logistics and Trade, vol. 10 no. 1
Type: Research Article
ISSN: 1738-2122

Keywords

1 – 10 of over 3000