Welcome to the InfoSci Platform
Market Orientation in Emerging Firms: Towards a More Rigorous Understanding of Entrepreneurial Marketing

Market Orientation in Emerging Firms: Towards a More Rigorous Understanding of Entrepreneurial Marketing

Malte Brettel, Andreas Engelen, Florian Heinemann, Andreas Kessell
Copyright: © 2010 |Volume: 1 |Issue: 4 |Pages: 21
ISSN: 1947-8585|EISSN: 1947-8593|EISBN13: 9781613502808|DOI: 10.4018/jeei.2010100101
Cite Article Cite Article

MLA

Brettel, Malte, et al. "Market Orientation in Emerging Firms: Towards a More Rigorous Understanding of Entrepreneurial Marketing." IJEEI vol.1, no.4 2010: pp.1-21. http://doi.org/10.4018/jeei.2010100101

APA

Brettel, M., Engelen, A., Heinemann, F., & Kessell, A. (2010). Market Orientation in Emerging Firms: Towards a More Rigorous Understanding of Entrepreneurial Marketing. International Journal of E-Entrepreneurship and Innovation (IJEEI), 1(4), 1-21. http://doi.org/10.4018/jeei.2010100101

Chicago

Brettel, Malte, et al. "Market Orientation in Emerging Firms: Towards a More Rigorous Understanding of Entrepreneurial Marketing," International Journal of E-Entrepreneurship and Innovation (IJEEI) 1, no.4: 1-21. http://doi.org/10.4018/jeei.2010100101

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Most studies on the effect of market orientation in established and young companies have indicated a positive influence on firm performance. Whether and in what form this effect can also be found empirically in emerging firms – despite their numerous particularities – is still a largely unexplored issue. Applying rigorous procedures in the development of the measurement instrument and using a unique sample of 141 young companies, the authors confirm that market orientation does also have a significant and positive effect on the performance of emerging firms. However, results indicate significant differences to established firms regarding two aspects: (1) the items included in the measurement instrument diverge considerably from the established scales in this area, adding behavioral aspects characteristic for emerging firms and leaving aside items specific to larger organizations; (2) firms do not show a single consistent pattern of market-oriented behavior contributing to company success. Therefore, founders of emerging firms should pursue an individual way of market-oriented behavior that seems most appropriate when considering the company-specific liabilities.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.