Quotation Frank, Hermann, Keßler, Alexander, Korunka, Christian. 2009. Proactive and Responsive Market Orientation and Performance of Family and Non-Family Firms. In Global Perspectives on Family Business Developments, Hrsg. Poutziouris, P.; Hadjielias, E., 132-133. Limassol: Cyprus International Institute of Management.


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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 Contribution to conference proceedings
Language English
Title Proactive and Responsive Market Orientation and Performance of Family and Non-Family Firms
Title of whole publication Global Perspectives on Family Business Developments
Editor Poutziouris, P.; Hadjielias, E.
Page from 132
Page to 133
Location Limassol
Publisher Cyprus International Institute of Management
Year 2009
ISBN 978-9963-9665-0-9

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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