The contingent role of customer orientation and entrepreneurial orientation on product innovation and performance

Thoumrungroje, Amonrat; Racela, Olimpia C.

doi:10.1080/0965254x.2012.742129

Cited by 62 publications

(46 citation statements)

References 74 publications

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“…Moreover, the fact that firms with a strong customer orientation are in a better position to effectively modify their product and service offerings to suit market demand gives them a competitive edge to easily outperform their rivals (Feng et al ; Ziggers and Henseler ). This view is supported by a plethora of studies (Asikhia ; Dauda and Akingbade ; Neneh ; Pongwiritthon and Awirothananon ; Thoumrungroje and Racela ) that have reported a significant positive association between customer orientation and small business performance.…”

Section: Literature and Hypothesis Developmentmentioning

confidence: 84%

Customer Orientation and Performance of Women‐Owned Businesses: A Configurational Approach

Neneh

2019

Journal of Small Business Management

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The present research aims to improve the current understanding of the relationship between customer orientation and performance of women-owned businesses. This study proposed that risk-taking and financial capital are vital moderating factors of this relationship. Additionally, the study postulates that new insights can be unearthed by combining these factors with customer orientation in a three-way interaction model. Using a sample of 264 women entrepreneurs, the results showed that (a) customer orientation is positively associated with the performance of women-owned businesses, (b) the association is significantly moderated by both risk-taking and financial capital, and (c) a more detailed understanding of the association is provided by the three-way interaction of customer orientation, risk-taking, and financial capital.

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Section: Literature and Hypothesis Developmentmentioning

confidence: 84%

Customer Orientation and Performance of Women‐Owned Businesses: A Configurational Approach

Neneh

2019

Journal of Small Business Management

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“…It states available utilization and allocation of opportunities and resources which are available for the penetration in the market to gain revenue in bigger shares of market with techniques which are innovative (Martin & Javalgi, 2016). It was highlighted in pervious literatures by the practitioners and researchers that the entrepreneurial marketing has ability to gain the significant importance for the future growth and it can gain the competitive edge and sustainable performance (Hernández-Perlines, 2016;Reijonen, Hirvonen, Nagy, Laukkanen, & Gabrielsson, 2015;Thoumrungroje & Racela, 2013). Basically, entrepreneurial marketing emphasizes on promoting brand or service using multiple marketing strategies to ensure widespread and extensive promotion of it.…”

Section: Entrepreneurial Marketingmentioning

confidence: 99%

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Raza¹,

Frooghi²,

Rani³

et al. 2018

SAJMS

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Abstract:The study aimed to analyse the impact of brand image, brand perception, brand preference and brand loyalty on consumer purchase intention in the FMCG industry of Pakistan. It also used entrepreneurial marketing as moderator between the association of brand loyalty, brand perception, brand image and brand preference with purchase intention. The study has used quantitative explanatory research design. In this concern, a sample of 424 responses was collected using convenience sampling technique from different self-service stores and mega malls of Karachi city, Pakistan. Survey instrument was adapted from numerous past literatures and designed on fivepoint Likert measurement scale. The results and findings of the study showed that brand loyalty, brand perception and brand preference have statistically significant and positive impact on purchase intention. Among the three statistically significant variables, brand loyalty has most impact on purchase intention, followed by brand preference and least influenced by brand perception. Additionally, the results showed that entrepreneurial marketing moderates the relationship of brand loyalty, brand perception and brand preference with purchase intentions of consumer toward FMCG brands in Pakistan. However, the results interestingly showed that brand image does not influence purchase intention and also, entrepreneurial marketing does not moderate its relationship with purchase intention in regards to FMCG brands in Pakistan. The study also showed that combination of all the variables has strength to predict 34.1 percent of purchase intention in regards to FMCG brands of Pakistan. The study further provides conclusion, managerial recommendations and future research directions.

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“…All values were above the minimum acceptable level of 0.70, as recommended by Nunnally and Bernstein (1994). The standard factor loadings for all items were high and statistically significant ( po0.05) and shown in Figure normally more than half of the variance is captured by the six constructs of this study (Thoumrungroje and Racela, 2013). In summary, the construct reliability was acceptable.…”

Section: Resultsmentioning

confidence: 76%

ABC success: evidence from ISO 9000 certified companies in Thailand

Intakhan

2014

Asian Review of Accounting

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Purpose – The purpose of this paper is to examine the success of activity-based costing (ABC) implementation by confirmatory factor analysis of ISO 9000 certified companies in Thailand. Design/methodology/approach – A structured questionnaire was used to collect data from key participants, accountant managers in ISO 9000 certified companies. Findings – The study confirmed the six constructs for the sample of 102 key participants. The results indicated that ABC implementation success in the context of ISO 9000 certified companies in Thailand consists of upper-management support, ABC system training, non-accounting ownership, links to quality initiative, adequate resources, and links to performance evaluation. Originality/value – The findings have significant implications for ISO 9000 certified companies which intend to adopt or implement ABC. Past findings on ABC implementation success have a small-sample size so they are of limited usefulness. This research has a larger sample size and more carefully chosen participants and so the generalizations are more acceptable.

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The contingent role of customer orientation and entrepreneurial orientation on product innovation and performance

Cited by 62 publications

References 74 publications

Customer Orientation and Performance of Women‐Owned Businesses: A Configurational Approach

Customer Orientation and Performance of Women‐Owned Businesses: A Configurational Approach

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

ABC success: evidence from ISO 9000 certified companies in Thailand

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