Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

SME Performance: Impact of Market, Customer and Brand Orientation

Author(s): Ahmed Al Asheq, Md Uzzal Hossain

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.