Abstract
Studies have claimed that in general small firms do not have a strong market orientation and follow a more reactive approach to marketing. In developing countries especially those witnessing considerable turbulence in the hitherto stable environments of protected economies due to liberalization and globalization, small firms are viewed as completely lacking in market planning and at best only reactive when stable markets are threatened. This paper content analyzed the market orientation in 23 small enterprises in India in order to verify the validity of this claim and to identify how the market orientation in small firms can be strengthened.
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© 2015 Academy of Marketing Science
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Mitra, R., Pingali, V. (2015). Marketing Orientation in Small Firms in Developing Countries: An Empirical Study In India. In: Noble, C. (eds) Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13078-1_86
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DOI: https://doi.org/10.1007/978-3-319-13078-1_86
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13078-1
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