Development of Marketing Orientation in Small and Medium-Sized Enterprises Evidence from Eastern Europe

International Journal of Management and Marketing Research, Vol. 4, No. 1, pp. 49-59, 2011

11 Pages Posted: 8 Jul 2011

See all articles by Andrzej Kobylanski

Andrzej Kobylanski

Penn State Greater Allegheny

Radoslaw Szulc

University of Warmia and Mazury in Olsztyn (UWM)

Date Written: 2011

Abstract

One of the most important aspects that determine an organization’s market position is the entrepreneurs’ approach to market orientation and marketing actions. The aim of this study was to investigate the process of marketing orientation development in SMEs in the country of Eastern Europe, where the economy changed from one of a central planning system to a "free" market economy. Authors investigated to what extent small firms that have survived long enough on the market are competitive because of their adoption of a marketing orientation. For research purposes authors used theoretical concepts that characterize marketing orientation using five attributes: customer orientation, integrated marketing functions, marketing information, strategic marketing planning and operational effectiveness. The empirical evidence presented in this article suggests that customer orientation is critical for SMEs. However, investigated SMEs often focus on the sales level, which is characteristic for organizations with sales instead of marketing orientation.

Keywords: marketing orientation, small business, SMEs in Poland

JEL Classification: M13, M31, O52

Suggested Citation

Kobylanski, Andrzej and Szulc, Radoslaw, Development of Marketing Orientation in Small and Medium-Sized Enterprises Evidence from Eastern Europe (2011). International Journal of Management and Marketing Research, Vol. 4, No. 1, pp. 49-59, 2011, Available at SSRN: https://ssrn.com/abstract=1880681

Andrzej Kobylanski (Contact Author)

Penn State Greater Allegheny ( email )

4000 University Drive
McKeesport, PA 15132
United States

Radoslaw Szulc

University of Warmia and Mazury in Olsztyn (UWM) ( email )

ul. Oczapowskiego 2
Warszawska 98
Olsztyn, 10-719
Poland

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