Approaches to market orientation and new product development in smaller enterprises: a proposal for a context-rich interpretive framework

Abstract

This paper compares and contrasts conventional approaches to market orientation and new product development with findings from two field surveys of smaller enterprises. It finds that, for these smaller enterprises, both market orientation and new product development remain characterized by intuitive approaches. A new interpretive framework for smaller enterprises is proposed for the alternative trajectory it provides for the study of marketing decision making, in particular the inherently risky process of new product development.

Keywords:

• Market Orientation
• New Product Development
• Small To Medium Enterprises