Exploring SME market orientation: an organisational learning perspective

Purpose ‐ The purpose of this paper is to develop and enhance organisational capability through learning within a small firm context. This paper forms part of a KTP project. The paper considers here traditional quantitative approaches (where data was gathered largely through questionnaires received from a single source within the firm) approaches for measuring market orientation against a mixed methods, organisation wide perspective. For achieving this task the role of mental models are considered and the perceptions and beliefs of individuals are translated with actual actions for gaining a more accurate picture of market orientation within the firm. Design/methodology/approach ‐ Through a mixed methods approach a range of organisational data has been utilised to develop an understanding for not only the firms market orientation position, but also a much greater understanding of the composition of market orientation throughout the firm. Identifying differences in market orientation between departments as well as for the different levels within the firm. Findings ‐ The work provides a framework for better understanding disparities between past studies on market orientation. With many of these past studies being based on single source measures, key person accounts, and snap shot measures at a point in time, they provide valuable insights, but often narrow insights of the firm's position. Through an organisational wide, and longitudinal analysis a more complete understanding can be created. Originality/value ‐ The work brings together literature from organisational learning, market orientation and research methodology, to provide new insights on an established area of research, offering useful insight for clarifying past discrepancies.