'Is a Market Orientation necessary for a Small Firm with Limited Competion?Tools Jephson, Adam (2009) 'Is a Market Orientation necessary for a Small Firm with Limited Competion? [Dissertation (University of Nottingham only)] (Unpublished)
AbstractThe purpose of this study is to attempt to identify the importance of market orientation to a firm with limited competition. It has been suggested within some aspects of the literature that the necessary strength of a firm’s market orientation, as well as that of its various components, alters with the market in which it operates. This study will attempt to ascertain whether a market with a small amount of competition necessitates a market orientation at all, or whether some aspects are more important than others. It will attempt to discover whether other factors prove to be more important than market orientation, and indeed whether being market oriented in such an environment leads to improved financial performance. It will try to ascertain whether the evidence for positive performance gains within large companies holds true for small companies. It will also analyse to what extent a market orientation can be observed within small companies, particularly if they have no marketing department and formal barriers between units do not exist to the same extent. Although this has been researched at length before, the unique nature of this study is the element of limited competition. With one, or very few competitors, does the case for the importance of market orientation hold true? It is hoped that this study will contribute to new knowledge through analysis of this question, as well pinpointing whether other factors prove to be more important.
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