Title

The effect of strategic orientation and gender on survival: A study of potential mass merchandising suppliers

Abstract

While a market orientation is associated with superior performance (Narver and Slater, 1990; Kara et al., 2005), it may not be the only approach for small manufacturers (Noble et al., 2002). Our study examines whether two other orientations - production and marketing - influence the survival rate for small manufacturers wanting to supply the mass merchandising marketplace. We also investigate the impact of gender-related preferences on the continued existence of these firms. The sample for this study consisted of 1,690 small, independently-owned manufacturers who participated in an evaluation program in order to become a supplier for a major mass merchandiser. Results showed that surviving firm owners placed more emphasis on production than marketing activities, while non-surviving firm owners did the opposite. When gender was considered, male-owners showed similar preferences as the general sample, but the reverse was true for female entrepreneurs. We conclude that an exclusive focus on a market orientation may be counterproductive to a firm's long-term success. For small manufacturers in the mass merchandising industry, both a production and marketing orientation are needed to survive.

Department(s)

Management

Document Type

Article

DOI

https://doi.org/10.1142/S1084946708000879

Keywords

Gender, Market orientation, Mass merchandising, Strategic orientation, Supplier

Publication Date

3-1-2008

Journal Title

Journal of Developmental Entrepreneurship

Link to Full Text

Share

COinS