Competitor orientation in successful SMEs: an exploration of the impact on innovation

• Published in: Journal of strategic marketing Vol. 27; no. 1; pp. 21 - 37
• Main Authors: O'Dwyer, Michele, Gilmore, Audrey
• Format: Journal Article
• Language: English
• Published: London Routledge 02.01.2019; Taylor & Francis Ltd
• Subjects: Competition; competitor orientation; customer orientation; innovation; Innovations; Market orientation; Qualitative research
• ISSN: 0965-254X; 1466-4488
• DOI: 10.1080/0965254X.2017.1384040

The impact of market orientation on organisational performance has been the subject of many studies illustrating variance with firm size. Although small- to medium-sized enterprises (SMEs) are inherently customer-oriented, research has identified that they have significantly lower levels of competitor orientation than large firms and that competitor orientation is significantly related to organisational performance. In addition, studies have illustrated that SME success is linked to innovative problem solving, new product development and resource optimisation. SMEs are inherently innovative in how they adopt creative approaches to overcome constraints associated with their size. Given that SMEs often neglect to focus on competitors, this study explores the relationship between competitor orientation and organisational performance through an innovation lens. This study uses a qualitative research approach to investigate seven successful SMEs as case studies. The findings indicate that SMEs seeking optimal organisational performance should pay close attention to direct and indirect competitors in order to identify opportunities and build sustainable competitive businesses.