How SMEs With Different Growth Intentions Vary In Terms Of Market And Brand Orientation?
The aim of this paper is to examine how SMEs with varying growth intentions differ from each other with regard to market orientation and brand orientation. Responses from 492 SMEs were analysed. They were clustered into four groups according to their growth intentions and then ANOVA was used to explore whether these groups differed in their market or brand orientation. The results indicated that the higher growth intention group the SME belonged to the more market and brand oriented it was. The paper sheds more light into the little researched themes of market and brand orientation in the context of SMEs.