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With the tremendous increase in the number of netizens, online consumer behavior has become an important issue nowadays. One of the important issues of online consumer behavior is e-consumer conformity. This paper aims to explore prominent factors of e-consumer conformity and its impact on consumer attitude, which helps marketers to understand this new business arena and involve this relationship to enhance their business.

For the purpose, convenience sampling was used with sample size of 510. Offline as well as online mode of survey was applied. The resultant hypotheses (based on the developed model depicting normative and informational consumer conformity effect on attitude) were examined by structured equation modeling.

The present study presents the different dimensions of e-consumer conformity and its difference in metro and non-metro cities on which marketers have to frame their strategies. The study revealed that the customer attitude is largely affected by others expectations (conformance with others expectations, NCC) rather others knowledge and expertise (ICC). Additionally, the comparison of virtual conformity behavior of metro and non-metro customers was made, and it was found that conformity behavior does not significantly differ in these two contexts.

Business saturation in metro cities, infrastructural growth and technological advancement in non-metro cities, companies are moving toward non-metro cities. Due to contextual differences existing between metro and non-metro market, it is difficult to trace the changes in the marketing policies and device the appropriate strategy accordingly for the marketers. In lieu of this, the present study presents the different dimensions of e-consumer conformity and its degree of difference in metro and non-metro cities on which marketers have to frame their strategies.

Good number of research has been conducted on consumer conformity in India; however, there is a scarcity of literature in virtual consumer conformity in India. This research is not only establishing the relationship between virtual consumer conformity and consumer attitude but also establishing the difference of virtual consumer conformity in metro and non-metro cities in India.

The purpose of this paper is to identify and rank different dimensions of strategic orientation and firm’s performance using the approach of interpretive structural modeling.

The study uses interpretative structural modeling and the MICMAC technique to establish a hierarchical relationship among different dimensions of entrepreneurial orientation and manufacturing performance of Indian SMEs.

The final outcome of interpretative structural modeling and the MICMAC analysis revealed a relationship between the variables under study along with the categorization of all in two different categories, depending upon their driving power and dependency, which decision-makers can also use while devising their strategy to improve performance.

To date, to the best of the authors’ knowledge, no significant contribution about such interrelationship was reported; therefore, this study is one of its types to fill this gap.

The purpose of this study is to examine the effect of market orientation on performance and to figure out the mediator effect of incremental innovation on this relationship with an implementation on Indian small and medium enterprises (SMEs).

Following a survey among 333 owners/managers of SMEs in Indian, six research propositions were framed. Confirmatory factor analysis (CFA) and regression analysis was used for the purpose of data analysis.

The outcome of the study demonstrates a significant effect of market orientation on SMEs performance. In addition, the mediating effect of innovation between market orientation and business performance was not supported in the context.

This study uses cross-sectional research, which limits the ability to test the causality; hence, such studies should be replicated in other settings also to get more evidences about the relationship.

The research will help managers especially in manufacturing SMEs of developing countries to understand benefits of being market-oriented to improve performance.

The study attempts to enrich the market orientation literature especially in developing economies. It identifies the significant effect of interfunctional coordination on performance of small and medium enterprises working in more volatile environment. Further, the study also examines mediating role of innovation between market orientation and performance linkage.

El objetivo del estudio es examinar el efecto de la orientación al mercado en el desempeño empresarial así como el efecto mediador de la innovación incremental en una muestra de PYMEs indias.

Utilizando una muestra de 333 propietarios/gestores de PYMEs en India se desarrollan seis proposiciones que se contrastaron mediante análisis factorial confirmatorio y análisis de regresión lineal.

Los resultados muestran un efecto significativo de la orientación al mercado en los resultados de las PYME. Además, se corrobora el efecto mediador de la orientación al mercado.

El estudio usa datos de sección cruzada lo que limita su capacidad para contrastar causalidad, por lo que sus resultados deberían ser contrastados en otros contextos para obtener mayores evidencia acerca de las relaciones.

Este trabajo ayudara a los gestores de las PYME manufactureras en países en desarrollo a entender el beneficio para la empresa de la orientación al mercado.

Este estudio plantea la existencia de mediadores en la relación entre la orientación al mercado y los resultados empresariales en países en desarrollo.

Innovación incremental, Orientación al mercado, Mediación, PYMEs

Revisión general

O objetivo do estudo é examinar o efeito da orientação do mercado sobre o desempenho e também descobrir o efeito mediador da inovação incremental nessa relação com uma implementação em PMEs indianas.

Após uma pesquisa com 333 proprietários/gerentes de PMEs na Índia, seis proposições de pesquisa foram elaboradas. A análise fatorial confirmatória (AFC) e a análise de regressão foram utilizadas para fins de análise dos dados.

O resultado do estudo demonstra um efeito significativo da orientação para o mercado no desempenho das PMEs. Além disso, o efeito mediador da inovação entre a orientação para o mercado e o desempenho dos negócios não foi apoiado no contexto observado.

Este estudo utiliza a pesquisa transversal que limita a capacidade de testar a causalidade, portanto, tais estudos devem ser replicados em outros locais também para obter mais evidências sobre a relação estudada.

A pesquisa ajudará os gerentes, especialmente na manufatura de pequenas e médias empresas dos países em desenvolvimento, a entenderem os benefícios de serem orientados para o mercado para desta forma melhorar o desempenho.

O estudo é um dos que aborda o papel da mediação na orientação para o mercado e no relacionamento de desempenho nos países em desenvolvimento.

Inovação incremental, Orientação Para o mercado, Mediação, P ME

Revisão geral