Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy
As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of...
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| Format: | Journal Article |
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Elsevier Inc.
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/19540 |
| _version_ | 1848750062070398976 |
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| author | Naidoo, Vik |
| author_facet | Naidoo, Vik |
| author_sort | Naidoo, Vik |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of operating under the current economic conditions. A conceptual model linking market orientation, marketing innovation, competitive advantage and firm survival is tested using structural equation modelling. Three key findings are derived. First, the examined Chinese manufacturing SMEs had a greater perceived likelihood of survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and sustaining competitive advantages based on differentiation and cost leadership strategies. Third, marketing innovation capabilities improved when the examined manufacturing SMEs were competitor oriented and had good inter-functional capabilities. |
| first_indexed | 2025-11-14T07:30:51Z |
| format | Journal Article |
| id | curtin-20.500.11937-19540 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:30:51Z |
| publishDate | 2010 |
| publisher | Elsevier Inc. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-195402017-09-13T13:43:08Z Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy Naidoo, Vik Market orientation SMEs Innovation China As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of operating under the current economic conditions. A conceptual model linking market orientation, marketing innovation, competitive advantage and firm survival is tested using structural equation modelling. Three key findings are derived. First, the examined Chinese manufacturing SMEs had a greater perceived likelihood of survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and sustaining competitive advantages based on differentiation and cost leadership strategies. Third, marketing innovation capabilities improved when the examined manufacturing SMEs were competitor oriented and had good inter-functional capabilities. 2010 Journal Article http://hdl.handle.net/20.500.11937/19540 10.1016/j.indmarman.2010.02.005 Elsevier Inc. restricted |
| spellingShingle | Market orientation SMEs Innovation China Naidoo, Vik Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy |
| title | Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy |
| title_full | Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy |
| title_fullStr | Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy |
| title_full_unstemmed | Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy |
| title_short | Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy |
| title_sort | firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy |
| topic | Market orientation SMEs Innovation China |
| url | http://hdl.handle.net/20.500.11937/19540 |