Efficiency and effectiveness of small retailers: The role of customer and entrepreneurial orientation

TAJEDDINI, Kayhan, ELG, Ulf and TRUEMAN, Myfanwy (2013). Efficiency and effectiveness of small retailers: The role of customer and entrepreneurial orientation. Journal of Retailing and Consumer Services, 20 (5), 453-462.

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Abstract

While it is generally agreed that a customer and entrepreneurial orientation enhance company performance in large multi-national organizations, relatively little is known about how these variables influence the small retailers that form a substantial part of national economic well-being. This study investigates the potential influences of these factors on the performance of small retailers in Switzerland, because this nation has long had a reputation for creativity, innovation and a customer focus. Performance is viewed as a two dimensional concept including an effectiveness and an efficiency perspective. Data for this study were collected through personal interviews from 261 SMEs. While customer orientation is found to be positively related to both efficiency and effectiveness, results only show a positive impact from entrepreneurial orientation on effectiveness. At the same time, entrepreneurial orientation is found to be a driver of customer orientation, and thus having an indirect impact also on efficiency for the small retail firms. All in all, the study shows that small retailers do indeed put an emphasis on both customer and entrepreneurial orientation in spite of their limited resources. It also stresses that this will increase their competitive advantage. In the light of existing literature, limitations and future research directions are subsequently addressed.

Item Type:	Article
Research Institute, Centre or Group - Does NOT include content added after October 2018:	Sheffield Business School Research Institute > Service Sector Management
Departments - Does NOT include content added after October 2018:	Sheffield Business School > Department of Service Sector Management
Identification Number:	https://doi.org/10.1016/j.jretconser.2013.05.004
Page Range:	453-462
Depositing User:	Kayhan Tajeddini
Date Deposited:	18 Sep 2018 09:01
Last Modified:	18 Mar 2021 02:55
URI:	https://shura.shu.ac.uk/id/eprint/22538

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