Quotation Frank, Hermann, Keßler, Alexander, Korunka, Christian. 2009. Proactive and Responsive Market Orientation and Performance of Family and Non-Family Firms. 9th Annual IFERA World Family Business Research Conference, Limassol, Zypern, 24. - 27. Juni.


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Abstract

Based on a sample of 206 non-family and 416 family firms, proactive and responsive market orientation and their effect on performance are analysed. Our analyses show a significantly lower proactive market orientation for family firms than for non-family firms. However, while responsive market orientation does not impact performance in both cases, in the case of family firms, a proactive market orientation has a significant impact on performance. We hypothesize that the lower extent of proactive market orientation for family firms enables those family firms which employ higher degrees of proactive market orientation to boost their performance. Therefore, we recommend family firms to engage more in detecting latent customer needs and implementing related measures.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Proactive and Responsive Market Orientation and Performance of Family and Non-Family Firms
Event 9th Annual IFERA World Family Business Research Conference
Year 2009
Date 24. - 27. Juni
Country Cyprus
Location Limassol
URL http://www.ifera2009.org/index.html

Associations

People
Frank, Hermann (Details)
Keßler, Alexander (Details)
External
Korunka, Christian (Universität Wien, Austria)
Organization
Institute for Small Business Management and Entrepreneurship IN (Details)
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