Proactive and Responsive Market Orientation and Performance of Family and Non-Family Firms

Hermann Frank, Alexander Keßler, Christian Korunka

Publikation: Beitrag in Buch/KonferenzbandBeitrag in Konferenzband


Based on a sample of 206 non-family and 416 family firms, proactive and responsive market orientation and their effect on performance are analysed. Our analyses show a significantly lower proactive market orientation for family firms than for non-family firms. However, while responsive market orientation does not impact performance in both cases, in the case of family firms, a proactive market orientation has a significant impact on performance. We hypothesize that the lower extent of proactive market orientation for family firms enables those family firms which employ higher degrees of proactive market orientation to boost their performance. Therefore, we recommend family firms to engage more in detecting latent customer needs and implementing related measures.
Titel des SammelwerksGlobal Perspectives on Family Business Developments
Herausgeber*innen Poutziouris, P.; Hadjielias, E.
VerlagCyprus International Institute of Management
Seiten132 - 133
ISBN (Print)978-9963-9665-0-9
PublikationsstatusVeröffentlicht - 1 Juli 2009