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Market orientation and business results among small‐scale service firms

Market orientation and business results among small‐scale service firms PurposeThe purpose of this paper is to validate market orientation (MO) and business results scales in an area of significant interest for the literature: namely, service firms of a small and micro‐scale in a market sharing many similarities with Latin America (cultural, social and economic), specifically the Spanish rural tourism market.Design/methodology/approachOn the basis of a literature review covering works specializing in MO and its impact on the service sector, and in the characteristics of small‐ and micro‐sized service firms (SMSF), a qualitative and a quantitative study are carried out in Spain, at a national level.FindingsThe results validate the scales and identify that MO comprises the following dimensions: information‐gathering, dissemination of information, and response to the market. The validated business results scale includes economic/financial results and others of a more personal nature linked to the entrepreneur business owner.Practical implicationsThe work provides knowledge regarding the activities undertaken by SMSF in the area of MO. Professionals from the small‐ and micro‐sized service sector can use this knowledge to plan and design market‐focussed actions that will lead to improved business performance.Originality/valueThe work validates MO and business results scales that have been widely studied throughout the literature but that leave a significant gap in the case of SMSF operating in Latin American countries. The business base in these countries comprises a large percentage of such small‐scale operations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Academia Revista Latinoamericana de Administración Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1012-8255
DOI
10.1108/ARLA-04-2013-0005
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to validate market orientation (MO) and business results scales in an area of significant interest for the literature: namely, service firms of a small and micro‐scale in a market sharing many similarities with Latin America (cultural, social and economic), specifically the Spanish rural tourism market.Design/methodology/approachOn the basis of a literature review covering works specializing in MO and its impact on the service sector, and in the characteristics of small‐ and micro‐sized service firms (SMSF), a qualitative and a quantitative study are carried out in Spain, at a national level.FindingsThe results validate the scales and identify that MO comprises the following dimensions: information‐gathering, dissemination of information, and response to the market. The validated business results scale includes economic/financial results and others of a more personal nature linked to the entrepreneur business owner.Practical implicationsThe work provides knowledge regarding the activities undertaken by SMSF in the area of MO. Professionals from the small‐ and micro‐sized service sector can use this knowledge to plan and design market‐focussed actions that will lead to improved business performance.Originality/valueThe work validates MO and business results scales that have been widely studied throughout the literature but that leave a significant gap in the case of SMSF operating in Latin American countries. The business base in these countries comprises a large percentage of such small‐scale operations.

Journal

Academia Revista Latinoamericana de AdministraciónEmerald Publishing

Published: Mar 2, 2015

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