Are Growing SMEs More Market‐Oriented and Brand‐Oriented?

Abstract

The aim is to examine whether growing, stable, and declining small and medium‐sized enterprises (SMEs) differ from one another in terms of market orientation and brand orientation. The results show that growing SMEs have adopted market and brand orientations to a greater extent than have the stable or declining ones. They also suggest that these orientations can prove to be helpful in achieving different kinds of growth goals. Thus, in order to support the growth of SMEs, more information and training should be offered to them about issues relating to these orientations.

Additional information

Notes on contributors

Helen Reijonen

Helen Reijonen is University Lecturer in Marketing at the Department of Business, University of Eastern Finland.

Tommi Laukkanen

Tommi Laukkanen is Professor of Marketing at the Department of Business, University of Eastern Finland.

Raija Komppula

Raija Komppula is Professor of Marketing and Tourism Business at the Department of Business, University of Eastern Finland.

Sasu Tuominen

Sasu Tuominen is Lecturer in Marketing at the Department of Business, University of Eastern Finland.