TY - JOUR
T1 - Strategic orientation in handicraft subsistence businesses in Oaxaca, Mexico
AU - Mendoza-Ramírez, Luis
AU - Toledo-López, Arcelia
PY - 2014/5
Y1 - 2014/5
N2 - This article, based in the body of strategic orientation literature, identifies and explores the practices of innovativeness, proactiveness and competitive aggressiveness that make up the strategic orientation implemented by subsistence entrepreneurs to improve business performance. A factor analysis was carried out using the data of 101 entrepreneurs, small artisanal business owners who operate in the subsistence markets in Oaxaca, Mexico. The results show that subsistence entrepreneurs notably engage in innovative and proactive practices, and, to a lesser extent, competitive aggressiveness. The research concludes that a combination of innovativeness with proactiveness is the most viable option for improving performance, whereas competitive aggressiveness impedes its development. Even so, however, it is still implemented by subsistence businesses in order to conserve their market share.
AB - This article, based in the body of strategic orientation literature, identifies and explores the practices of innovativeness, proactiveness and competitive aggressiveness that make up the strategic orientation implemented by subsistence entrepreneurs to improve business performance. A factor analysis was carried out using the data of 101 entrepreneurs, small artisanal business owners who operate in the subsistence markets in Oaxaca, Mexico. The results show that subsistence entrepreneurs notably engage in innovative and proactive practices, and, to a lesser extent, competitive aggressiveness. The research concludes that a combination of innovativeness with proactiveness is the most viable option for improving performance, whereas competitive aggressiveness impedes its development. Even so, however, it is still implemented by subsistence businesses in order to conserve their market share.
KW - Mexico
KW - business performance
KW - exploratory
KW - handicraft
KW - strategic orientation
KW - subsistence businesses
UR - http://www.scopus.com/inward/record.url?scp=84897098348&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2014.893248
DO - 10.1080/0267257X.2014.893248
M3 - Artículo
SN - 0267-257X
VL - 30
SP - 476
EP - 500
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 5-6
ER -