How Strategic Orientations Predict Business Growth in Global Versus Local B2B Markets?

摘要

The present study examines the impact of market orientation, entrepreneurial orientation, and brand orientation on business growth, and analyses if these effects vary between global and local markets. So far, the understanding of whether business performance in global and local markets is related to the same strategic orientations has been limited. This question is, however, highly relevant, given the fact that "international marketplaces potentially are very different from domestic markets, and the international marketing context brings new variables into consideration that may affect how useful strategic orientations are" (Cadogan 2012, p. 341). Moreover, while earlier research evinces that each of these strategic orientations affects business performance, only few papers study these performance effects simultaneously by including multiple orientations in their models (Laukkanen et al. 2013). Understanding these simultaneous performance effects is important: emphasizing one strategic orientation at the expense of others may cause companies to perform worse than if they had built upon multiple orientations (Grinstein 2008). Addressing these limitations in the extant literature, the present study provides both academic researchers and business practitioners with insights into the performance effects of strategic orientations both globally and locally.