Impact of responsive and proactive market orientation on SME performance: The moderating role of economic crisis perception

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 wer...

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Bibliographic Details
Published in:Canadian journal of administrative sciences 2019-12, Vol.36 (4), p.459-472
Main Authors: Petzold, Stéphanie, Barbat, Valérie, Pons, Frank, Zins, Michel
Format: Article
Language:English
Subjects:
Economic crisis
economic crisis perception
Humanities and Social Sciences
locus de contrôle
locus of control
Market orientation
orientation marché proactive
orientation marché réactive
perception de crise économique
performance des PME
proactive market orientation
responsive market orientation
SME performance
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Summary: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. Résumé Cet article étudie la relation entre l'Orientation Marché (OM) et la performance des petites et moyennes entreprises (PME) dans un contexte de crise économique. Il fait la distinction entre deux composantes de l'OM: l'Orientation Marché Réactive (OMR) et l'Orientation Marché Proactive (OMP). L'étude a été faite auprès d'un échantillon de 300 PME. Les résultats indiquent que même si les PME, en situation de crise, utilisent toutes une Orientation Marché à la fois proactive et réactive, la perception de l'intensité de la crise par le gestionnaire principal vient modérer l'influence de chacune des composantes de l'OM sur la performance. Les implications managériales et les futures recherches reliées à ce résultat sont présentées à la fin de l'article. © 2018 ASAC. Published by John Wiley & Sons, Ltd.
ISSN:0825-0383
1936-4490
DOI:10.1002/cjas.1514