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Details for article 5 of 5 found articles
| Title: |
Market orientation: a sustainable small scale advantage? |
| Author: |
Vikøren, Birger M. |
| Appeared in: |
Entrepreneurship & regional development |
| Paging: | Volume 2 (1990) nr. 4 pages 335-344 |
| Year: |
1990-10 |
| Contents: |
The job generation process is of vital importance in society. A recent study in Norway shows that as much as 82% of total net gain in employment in the private sector during the period 1977-88, is generated by small firms with less than 20 employees. The self-sustaining strength of the small firm sector defies the theory of economies of scale. Surveys conducted among small and medium sized owner-managed firms (SMB) in Norway show that customer orientation is more common among small than medium size firms, and that this orientation is becoming more widespread. Although the marketing concept in theory is based upon the philosophy of customer orientation, recent research findings show that such orientation is not easily engendered in large firms. In this study it is argued that customer orientation is a natural (as well as a necessary) strategy in most small firms, and since customer orientation is not easily engendered in larger firms, it may be considered to be a distinct sustainable competitive small scale advantage. A social exchange perspective is suggested as means to gain further insight and understanding. |
| Publisher: |
Routledge |
| Source file: |
Elektronische Wetenschappelijke Tijdschriften |
Details for article 5 of 5 found articles
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