The impact of strategic orientation on market performance of small and medium-sized companies

This study analyzes the impact of the relationship between market orientation and brand orientation on the market performance of small and medium enterprises, as well as the moderation of brand orientation in this relationship. The survey method was conducted through a questionnaire to 106 small and medium-sized manufacturing companies in the north of Santa Catarina. Descriptive statistics techniques were applied to verify the intensity of market orientation and brand orientation, resulting in a specific typology, ranking them according to their degree of intensity. Hierarchical regression model was applied to verify the study hypotheses. The study confirmed that the market orientation directly and positively affects the market performance, while brand orientation did not impact significantly and not moderated the relationship, which was measured by means of hierarchical regression. It is concluded that market orientation is key to better market performance in small and medium-sized enterprises and that only the brand orientation will not improve the performance of the studied firms.