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Investigating the key determinants of Greek SMEs' market orientation
(2022) Polyzopoulou, Dimitra; Πολυζοπούλου, Δήμητρα; Athens University of Economics and Business, Department of Marketing and Communication; Indounas, Konstantinos; Drosos, Dimitrios; Painesis, Grigorios
On one hand, there are the Small and Medium Enterprises (SMEs) which are considered as the major driver of economic growth. On the other hand, there is the market orientation concept, which - since its conceptualization in the ‘90s - has attracted the attention of academics and marketing practitioners. Even though both constructs have generated discussion, a concurrent investigation of the key determinants of the SMEs’ market orientation is missing. The purpose of this study was to generate a synthesized conceptual framework of the SMEs market orientation, and to pinpoint the most influential factors to Greek SMEs market orientation. The dissertation includes a chapter of Introduction, followed by a review of the literature, with an overview of the existing literature surrounding the concept of SMEs’ market orientation. Subsequently, the research model and methodology are analysed, explaining the reasons that led to a qualitative research method in order to address the research objectives. The validity of the proposed synthesized framework was tested via 17 interviews with SMEs’ owners/managers, leading to a refined construct. This section also provides a description of the interview guide and interview structure, and data collection procedures. Then, the presentation of the data and analysis of the findings follow. The last part of the study provides a discussion of the theoretical and managerial implications of the findings, as well as an overview of the limitations of the study that prompt future research.