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0The implications of customer and entrepreneurial orientations for SME
growth 1 IntroductionResearch has long recognized entrepreneurial small-to-medium sized enterprises (SMEs) as a major engine of economic growth (Henderson and Weiler, 2010). Understanding the factors behind growth has a broad economic and policy relevance, especially because growth-oriented enterprises are an important source of job creation and revenue generation in market economies (Parker, 2004;Valliere, 2006). Nevertheless, the growth of SMEs is still one of the unsolved puzzles in management and business research (Davidsson et al., 2005; Clarysse et al., 2011). In order to overcome existing liabilities of smallness or newness (e.g., Aldrich and Auster, 1986; Brüderl and Schüßler, 1990), and to be able to compete successfully in the market, firms need to grow at least to some extent (Garnsey, 1998). Accordingly, firm growth has become the major indicator for overall business success within entrepreneurship research (Carton and Hofer, 2006).Firm growth can be influenced by business orientations such as customer orientation (CO) and entrepreneurial orientation (EO). However, research on EO and CO provides confusing results to some extent. Although there is a general understanding that these constructs are somehow related to increasing firm success, empirical studies have assumed different relationships among them, have measured them differently, and thus have obtained a battery of different results (Atuahene-Gima and Ko, 2001;Baker and Sinkula, 2009;Barrett and Weinstein, 1998;Becherer and Maurer, 1997; Bhuian et al., 2005; Hult and Ketchen, 2001; Li et al., 2008; Liu et al., 2002; Luo et al. 2005; Matsuno et al., 2002;Miles and Arnold, 1991; Narver, 1998, 2000;Tzokas et al., 2001).In addition, it remains unknown to what extent EO and CO represent distinct business philosophies, or whether these constructs contain negative redundancies. Also, it is not clear if these constructs necessarily lead to SME growth or how the different orientations can be balanced within one firm. One might assume that scoring high on all orientations should contribute to the highest growth potential, but this may not be the case....