An examination of strategic orientation profiles of low- and high-performing international SMEs
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ViittausReijonen, H. Buratti, A. Hirvonen, S. Laukkanen, T. (2015). An examination of strategic orientation profiles of low- and high-performing international SMEs. AUSTRALIAN AND NEW ZEALAND MARKETING ACADEMY CONFERENCE November 30 - December 2, Sydney, Australia, 33-39.
Strategic orientations are believed to be associated with the international performance
of SMEs, but empirical evidence on the subject is scarce. Addressing this research gap,
the present study examines whether low- and high-performing international SMEs
emphasize different strategic orientations to different extents. Three different strategic
orientations, namely entrepreneurial orientation, market orientation and brand
orientation, are being examined. Using independent samples t-test, the authors analyze
a data of 385 effective responses from Italian international SMEs, concentrating on two
separate performance metrics, namely (1) success in new customer acquisition and (2)
success in customer retention. The findings indicate that internationally operating
SMEs that perform well in terms of both customer acquisition and customer retention
are more market, entrepreneurial and brand-oriented than those SMEs that perform
weaker in this area.