Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy

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313 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)1311-1320
Number of pages10
JournalIndustrial Marketing Management
Volume39
Issue number8
DOIs
Publication statusPublished - Nov 2010
Externally publishedYes

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