文章基本信息

标题：SME Performance: Impact of Market, Customer and Brand Orientation
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作者：Ahmed Al Asheq ; Md Uzzal Hossain
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2019
卷号：23
期号：1
页码：1-9
语种：English
出版社：The DreamCatchers Group, LLC
摘要：This study seeks to assess the relationship between SME firm performance and Market Orientation (MO), Customer Orientation (CO) and Brand Orientation (BO) in developing country (Bangladesh). In past, very few studies have focused on the effect of marketing related variables on SMEs in Bangladesh. This study aspires to put some insight on this. Data were collected from boutique and clothing-oriented SME business firm entrepreneurs located in Dhaka, Bangladesh. A total of 193 SME entrepreneurs were surveyed in the study through adopting pre-tested survey questionnaires from the past literature. Correlation analysis and Hierarchical regression were used to test the hypotheses. Result indicates that Market Orientation (MO), Customer Orientation (CO) and Brand Orientation (BO) have a positive influence on SME performance. The study offers insightful implications for SME firm managers in Bangladesh context.
关键词：Market Orientation;Customer Orientation;Brand Orientation;SME performance.