Description
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.| Period | 24 Jun 2009 → 27 Jun 2009 |
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| Event title | 9th Annual IFERA World Family Business Research Conference |
| Event type | Unknown |
| Degree of Recognition | International |