Achieving Growth and Responsiveness: Process Management and Market Orientation in Small Firms

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In this Subject: Business
By this author: Golann, Bret

Author: Golann, Bret

Source: Journal of Small Business Management, Volume 44, Number 3, July 2006 , pp. 369-385(17)

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Abstract:

Achieving a consistent market orientation is a challenge for entrepreneurial manufacturers. This research seeks improved understanding of how internal process management assists and hinders small growing manufacturers in achieving the responsiveness component of a market orientation. Under process management, firms implement internal systems, procedures, and performance measures to improve performance and responsiveness to changing markets. Benefits include improved market sensing, two-way communication, and coordinated responses to market demands. Despite the potential benefits, researchers question whether the internal structure and control of process management will improve responsiveness in entrepreneurial firms. Process management may conflict with the organizational cultures, agility, and responsiveness of entrepreneurial companies. Research results identify how process management assists and hinders the responsiveness component of market orientation in small manufacturers. Management implications and strategies for coping with growth challenges are presented.

Document Type: Research article

DOI: http://dx.doi.org/10.1111/j.1540-627X.2006.00177.x

Publication date: 2006-07-01