Are Growing SMEs More Market-Oriented and Brand-Oriented?
研究了成长型、稳定型和衰退型中小企业在市场导向和品牌导向上的差异，发现成长型企业更注重这两种导向，且这些导向有助于实现不同的增长目标。
The aim is to examine whether growing, stable, and declining small and medium-sized enterprises (SMEs) differ from one another in terms of market orientation and brand orientation. The results show that growing SMEs have adopted market and brand orientations to a greater extent than have the stable or declining ones. They also suggest that these orientations can prove to be helpful in achieving different kinds of growth goals. Thus, in order to support the growth of SMEs, more information and training should be offered to them about issues relating to these orientations.