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The Marketing Orientation Of Small And Medium Enterprises: An Australian Study, Venkateswara S. Venkatesan
The Marketing Orientation Of Small And Medium Enterprises: An Australian Study, Venkateswara S. Venkatesan
Theses: Doctorates and Masters
The market orientation construct has emerged as a key marketing theme in the 1990's. While the concept of being focussed on the market (customers and competitors) has been known since the early 1950's (e.g. Drucker,1954), putting the concept into practice through a set of specific actions has eluded many organisations and academics. As a result, market orientation (also termed market focus, customer focus and competitor focus) had remained a business philosophy (Bennett & Cooper, 1979: Felton, 1959; Konopa & Calabro,1971) more than a strategic approach. While there have been sporadic attempts at defining or operationalisinga marketing or customer orientation in …
Attitude And Behaviour Dichotomy In Sme Strategic Alliance: A South West Of Western Australian Study, Dianne Wingham
Attitude And Behaviour Dichotomy In Sme Strategic Alliance: A South West Of Western Australian Study, Dianne Wingham
Theses: Doctorates and Masters
Strategic alliances are generally perceived as cooperative relationships constrained within the parameters of bounded rationality, seeking to maximise their levels of control in a turbulent economic environment. They are also commonly conceptualised as a means of creating competitive advantage in business. In regional areas of Western Australia they are favoured by government instrumentalities as a means of making small to medium enterprises (SMEs) more competitive. With the dominant global emphasis in the literature on big business, relatively little is known still about strategic alliances in small to medium enterprises. Moreover, the research on strategic alliances within Australia s also limited, …