A Systematic Review on Market Orientation and Marketing Performance in SMEs
Article Sidebar
Main Article Content
Abstract
Research aim: This study examines the impact of market orientation on the marketing performance of small and medium enterprises (SMEs). Additionally, it identifies mediating and moderating factors that either strengthen or weaken this relationship.
Design/Methode/Approach: A Systematic Literature Review (SLR) method was employed using a bibliometric approach to map research trends. The selection process adhered to the PRISMA framework, with an analysis of studies sourced from the Scopus database.
Research Finding : The findings indicate that market orientation plays a crucial role in enhancing SME marketing performance. However, its effectiveness is influenced by product innovation, marketing capabilities, digital adoption, and external factors such as regulations and market competition.
Theoretical contribution/Originality: This study enriches the literature on market orientation and marketing performance in SMEs through a systematic synthesis. The findings highlight the importance of integrating market orientation with innovation and digitalization to improve SME competitiveness.
Practitioner/Policy implication: For SME practitioners, this study underscores the importance of market-oriented marketing strategies supported by innovation and digitalization. Moreover, policymakers should facilitate access to financing and digital marketing training for SMEs to enhance their market performance.
Research limitation: This study is limited to a literature review and does not capture the dynamic challenges faced by SMEs directly.
Article Details
Section
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
References
[1] Rassol K, Ali S, Danish RQ, Batool T. Marketing Performance And SME Growth: The Role Of Innovation Capabilities And Competitive Intensity. J Bus Res 2023;152:113–127.
[2] Nuryakin, Ardyan E. SME’s Marketing Performance: The Mediating Role Of Market Sensing Capability. Gadjah Mada Int J Bus 2018;20:59–86.
[3] Narver JC, Slater SF. The Effect Of A Market Orientation On Business Profitability. J Mark 1990;54:20. Https://Doi.Org/10.2307/1251757.
[4] Katsikeas CS, Morgan NA, Leonidou LC, Hult GTM. Assessing Performance Outcomes In Marketing. J Mark 2016;80:1–20. Https://Doi.Org/10.1509/Jm.15.0287.
[5] O’Sullivan D, Abela A V. Marketing Performance Measurement Ability And Firm Performance. J Mark 2007;71:79–93. Https://Doi.Org/10.1509/Jmkg.71.2.79.
[6] Pisicchio CR, Toaldo AMM. Entrepreneurial Orientation And Marketing Capabilities In Smes: A Systematic Review And Future Research Agenda. Small Bus Econ 2021;56:1181–1205.
[7] Jaworski, Bernard J, Kohli, Ajay K. Orientation : Antecedents And Consequences. J Mark 1993;57:53–70.
[8] Farida N, Nuryakin. Network Capability, Relational Capability And Indonesian Manufacturing SME Performance: An Empirical Analysis Of The Mediating Role Of Product Innovation. Eng Manag Prod Serv 2021;13:41–52. Https://Doi.Org/10.2478/Emj-2021-0003.
[9] Dahmiri D, Junaidi J, Johannes J, Yacob S, Indrawijaya S. The Impact Of Market Orientation On Marketing Performance: Exploring The Moderating Role Of Competitive Advantage. Bus Theory Pract 2024;25:164–74. Https://Doi.Org/10.3846/Btp.2024.20174.
[10] Febriana R, Sari DP, Nugroho MA. Market Orientation, Innovation, And Performance Of Small And Medium Enterprises (SMEs. J Bus Entrep 2020;8:85–94.
[11] Shaferi I, Setyanto RP, Nawarini AT. Development Of A Transformative Relational Management Model To Improve Batik MSME Marketing Performance. Qual - Access To Success 2024;25:256–64. Https://Doi.Org/10.47750/QAS/25.200.26.
[12] Mazov NA, Gureev VN, Glinskikh VN. The Methodological Basis Of Defining Research Trends And Fronts. Sci-Tech Inf Process 2020;47:221–31. Https://Doi.Org/10.3103/S0147688220040036.
[13] Li B, Xu Z. A Comprehensive Bibliometric Analysis Of Financial Innovation. Econ Res Istraz 2022;35:367–90. Https://Doi.Org/10.1080/1331677X.2021.1893203.
[14] Indriastuti H, Kasuma J, Saida Zainurrosalamia ZA, Darma DC, Sawangchai A. Achieving Marketing Performance Through Acculturative Product Advantages: The Case Of Sarong Samarinda. Asian J Bus Account 2020;13:241–61. Https://Doi.Org/10.22452/Ajba.Vol13no1.9.
[15] Lestari R, Syahyuti, Mulia Wibawa B, Endayani F, Setyawati D, Silalahi SAF. Confirmatory Factor Analysis Of Marketing Performance Dimensions: A Lesson From Smes In Malang, Indonesia. Cogent Bus Manag 2024;11. Https://Doi.Org/10.1080/23311975.2024.2310084.
[16] Rahmawati R, Hudayah S, Paminto A. Social Media, Saving The Food & Beverages Business In The COVID-19 Era? Cogent Bus Manag 2023;10. Https://Doi.Org/10.1080/23311975.2023.2258637.
[17] Bonsu Owu HK, Afum E, Coffie IS, Kusi LY, Seglah SK, Asamoah G. Social Media Advertising And Marketing Performance Of Smes In Ghana: Moderating Roles Of Firm Size And Fear Of Missing Out. Int J Electron Mark Retail 2022;1:1. Https://Doi.Org/10.1504/Ijemr.2022.10048229.
[18] J NVR, R M. Bridging The Gap: The Mediating Effect Of Cloud-Based ERP Adoption Intention On Entrepreneurial Orientation And Marketing Performance In South Indian SMEs. Int J Manag Enterp Dev 2024;23. Https://Doi.Org/10.1504/Ijmed.2024.10061050.
[19] Winarso W, Sinaga J, Syarief F, Untari DT, Supardi, Mulyadi. The Impact Of Social Media And Innovation Strategy On The Marketing Performance Of Small And Medium-Sized Enterprises (SMEs) IN BEKASI CITY, INDONESIA. Int J Prof Bus Rev 2023;8:1–14. Https://Doi.Org/10.26668/Businessreview/2023.V8i5.1688.
[20] Zaid S. The Market Turbulence, Entrepreneurial Marketing And Marketing Performance: An Empirical Study Of Tuna Fillets SME’s Industry In Southeast Sulawesi, Indonesia. J East Eur Cent Asian Res 2022;9:1008–20. Https://Doi.Org/10.15549/Jeecar.V9i6.970.
[21] Afriyie S, Du J, Ibn Musah AA. The Nexus Among Innovation Types, Knowledge Sharing, Transformational Leadership, And Marketing Performance In An Emerging Economy: An Empirical Study. J Indian Bus Res 2020;12:529–48. Https://Doi.Org/10.1108/JIBR-03-2019-0082.
[22] Sukaatmadja IPG, Yasa NNK, Rahyuda H, Setini M, Dharmanegara IBA. Competitive Advantage To Enhance Internationalization And Marketing Performance Woodcraft Industry: A Perspective Of Resource-Based View Theory. J Proj Manag 2021;6:45–56. Https://Doi.Org/10.5267/J.Jpm.2020.9.002.
[23] Febrian AC, Sukresna IM, Ghozali I. Relational Capital And Marketing Performance: The Mediating Role Of Smes Networking In Indonesia. Manag Sci Lett 2020;10:3405–12. Https://Doi.Org/10.5267/J.Msl.2020.5.038.
[24] Yasa NNK, Ketut Giantari IGA, Setini M, Rahmayanti PLD. The Role Of Competitive Advantage In Mediating The Effect Of Promotional Strategy On Marketing Performance. Manag Sci Lett 2020;10:2845–8. Https://Doi.Org/10.5267/J.Msl.2020.4.024.
[25] Riswanto A, Rasto, Hendrayati H, Saparudin M, Abidin AZ, Eka APB. The Role Of Innovativeness-Based Market Orientation On Marketing Performance Of Small And Medium-Sized Enterprises In A Developing Country. Manag Sci Lett 2020;10:1947–52. Https://Doi.Org/10.5267/J.Msl.2020.2.019.
[26] Sutanto JE, Harianto E, Krisprimandoyo DA. The Role Of Service Innovation And Competitive Advantage Ad Mediators Of Product Innovation On Marketing Performance: Evidence From The SME Manufacturing Firms In Indonesia. Uncertain Supply Chain Manag 2024;12:2079–90. Https://Doi.Org/10.5267/J.Uscm.2024.1.024.
[27] Fatonah S, Haryanto AT. Exploring Market Orientation, Product Innovation And Competitive Advantage To Enhance The Performance Of SMEs Under Uncertain Events. Uncertain Supply Chain Manag 2022;10:161–8. Https://Doi.Org/10.5267/J.Uscm.2021.9.011.
[28] Antonakis J, Bendahan S, Jacquart P, Lalive R. On Making Causal Claims: A Review And Recommendations. Leadersh Q 2014;21:1086–120. Https://Doi.Org/10.1016/J.Leaqua.2010.10.010.