How SMEs differentiate from others in the Swiss wine market with respect to their market orientation and entrepreneurial orientation
Type
conference paper
Date Issued
2014-09-01
Author(s)
Abstract
Being market oriented and entrepreneurial oriented in parallel is a potential remedy for small businesses engaged in saturated markets with high competition where products and services are easily replaceable and product variety is immense. Despite this relevance there is still a lack of knowledge on how small business managers can manage market orientation and entrepreneurial orientation in parallel to differentiate their offerings. This is especially prevalent in highly competitive environments. We investigate how market orientation and entrepreneurial orientation interact in saturated markets by concentrating on industries characterized by serious competition drawing on the example of the wine industry in Switzerland. Several contributions to extant literature are made.
Funding(s)
Language
English
Keywords
differentiation
market orientation
entrepreneurial orientation
wine market
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
KMU-HSG
Publisher place
St.Gallen
Start page
1
End page
21
Pages
21
Event Title
Rencontres de St.-Gall 2014
Event Location
St.Gallen
Event Date
01.-03.09.2014
Subject(s)
Eprints ID
233681