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Impact of responsive and proactive market orientation on SME performance: The moderating role of economic crisis perception
Author(s) -
Petzold Stéphanie,
Barbat Valérie,
Pons Frank,
Zins Michel
Publication year - 2019
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1002/cjas.1514
Subject(s) - market orientation , moderation , perception , business , context (archaeology) , recession , small and medium sized enterprises , sample (material) , orientation (vector space) , industrial organization , marketing , business administration , economics , finance , psychology , social psychology , geometry , mathematics , neuroscience , paleontology , chemistry , chromatography , keynesian economics , biology
This study examines the relationship between market orientation (MO) and the performance of small and medium‐sized enterprises (SMEs) within the context of economic crisis. It distinguishes between two levels of MO: responsive market orientation (RMO) and proactive market orientation (PMO). Data were collected on a sample of 300 SME. Findings indicate that SMEs, confronted with an economic downturn, use a MO approach that is both proactive and responsive, and reveal the moderator effect of the SME manager's perception of an economic crisis on PMO/RMO–performance. Research and practical implications are discussed. © 2018 ASAC. Published by John Wiley & Sons, Ltd.