Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/48382
Full metadata record
DC FieldValueLanguage
dc.contributor.authorLee, Renkai
dc.contributor.authorWang, Xiaoyin
dc.contributor.authorZhang, Run
dc.date.accessioned2012-04-17T01:23:24Z
dc.date.available2012-04-17T01:23:24Z
dc.date.copyright2012en_US
dc.date.issued2012
dc.identifier.urihttp://hdl.handle.net/10356/48382
dc.description.abstractThe adoption of a market orientation by companies and its effect on business performance has been a subject of numerous past studies. The concept of market orientation itself has received tremendous attention from both academia and the business world. However, research on market orientation has largely been conducted in the context of multi-national corporations (MNCs) and large institutions instead of small and medium enterprises (SMEs). Even when SMEs were studied, such studies often too narrowly focus on a particular area of SME’s market orientation and do not offer any all-encompassing framework for future research. In view of this knowledge gap, we set out to investigate the potential factors affecting an SME’s level of market orientation through a grounded theory approach. Based on an extensive literature review, we formed an integrated preliminary framework that served as the foundation for our theory-building process. Then we conducted in-depth face-to-face interviews with Singaporean SME owners and managers, and carried out field observations by shadowing one of the SME owners for one day. Based on the qualitative data collected, we derived concrete theoretical concepts and relationships from the interview transcripts to build our final theory. Existing factors affecting an SME’s market orientation level were reviewed, modified or replaced with newly discovered ones, upon which a final framework was formed. We discuss the implications of our proposed theory for SME owners and managers as well as industry policymakers.en_US
dc.format.extent46 p.en_US
dc.language.isoenen_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Business::Marketingen_US
dc.titleThe adoption of market orientation by small and medium enterprises : a grounded theory studyen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorLim Kui Suen, Lewisen_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
dc.description.degreeBUSINESSen_US
item.grantfulltextrestricted-
item.fulltextWith Fulltext-
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
Files in This Item:
File Description SizeFormat 
b5046.pdf
  Restricted Access
470.47 kBAdobe PDFView/Open

Page view(s)

251
Updated on Nov 21, 2021

Download(s)

12
Updated on Nov 21, 2021

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.