While a market orientation is associated with superior performance (Narver and Slater, 1990; Kara et al., 2005), it may not be the only approach for small manufacturers (Noble et al., 2002). Our study examines whether two other orientations - production and marketing - influence the survival rate...

While a market orientation is associated with superior performance (Narver and Slater, 1990; Kara et al., 2005), it may not be the only approach for small manufacturers (Noble et al., 2002). Our study examines whether two other orientations — production and marketing — influence the survival...

Purpose – The purpose of this paper is to investigate the role of market orientation for small manufacturers vying to be suppliers in the mass retail marketplace. It examines the mediating effect of product‐related factors (market readiness and market level) on the market...

Purpose – Aims to verify the usefulness of a “balanced approach”. Design/methodology/approach – This study examined 236 small manufacturers that had attempted to become suppliers to the mass merchandiser market. Each firm was asked to complete a self‐assessment instrument and allow its...