The sum of sales - SME marketing

Abstract

The aim of the study is to provide deeper insight into the differences in the levels of market orientation and entrepreneurial orientation, especially among small and medium-sized enterprises (SMEs). The data was collected from 77 SME managers across Australia. The results indicate that there are significant differences in aggregate market orientation and entrepreneurial orientation between the more effective SMEs (leaders) and the less-effective SMEs (laggards). The paper contributes towards sales knowledge by examining and highlighting the importance of market orientation and entrepreneurial orientation to achieving sales effectiveness in Australian SMEs.