Title: Strategic orientation in small-sized service retailers

Authors: Kayhan Tajeddini

Addresses: College of International Management; Graduate School of Management, Ritsumeikan Asia Pacific University, Beppu-shi, Oita Pref., Japan

Abstract: The purpose of this study is to conduct an investigation into the link between customer orientation, entrepreneurial orientation along with the managerial attitude toward change and product quality. Data for this study were collected through personal interviews from 174 Swiss small-sized service retailers to examine the interrelation between customer orientation, entrepreneurial orientation and managerial attitude toward change and product quality. The findings support prior research and provide the managers with appropriate information for the adoption of a strategic balanced approach. In the light of existing literature, the implications of our findings for service managers and owners, the study|s limitations and future research directions are subsequently addressed.

Keywords: entrepreneurship; entrepreneurial orientation; customer orientation; product quality; small firms; service retailers; change management; Switzerland; service management.

DOI: 10.1504/IJSCM.2011.040634

International Journal of Strategic Change Management, 2011 Vol.3 No.1/2, pp.90 - 98

Published online: 28 Feb 2015 *

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