International Journal of Contemporary Hospitality Management, Volume 27, Issue 1, February 2015.
Purpose This paper aims to investigate the influence of customer and competitor orientations on the entrepreneurial orientation of small hospitality enterprises in Kazakhstan. Design/methodology/approach The research uses quantitative data collected through a self-administered questionnaire from 318 entrepreneurs who participated in the survey. Findings The findings of the study demonstrated that there is a positive relationship between customer and competitor orientations and the entrepreneurial orientation of small hospitality businesses in Kazakhstan. Research limitations/implications Future studies should also consider additional contingencies such as organizational learning capability and environmental dynamism. In addition, it is recommended that future studies look into the effect of customer and market orientations on SME performance. Practical implications The findings of the study showed that hospitality small businesses need to embrace a new way of thinking and adopt a more strategic approach to their entrepreneurial activities through proactively responding to constantly changing customer needs and competitors’ moves. Originality/value This study offers insights into the relationship between strategy and entrepreneurship in the context of small hospitality businesses. In particular, it develops an understanding about the factors that stimulate small hospitality businesses’ entrepreneurial orientations in a dynamic and competitive environment marked by the growing pressure of continuously changing consumer habits and direct competition both from SME counterparts and large enterprises.
Purpose This paper aims to investigate the influence of customer and competitor orientations on the entrepreneurial orientation of small hospitality enterprises in Kazakhstan. Design/methodology/approach The research uses quantitative data collected through a self-administered questionnaire from 318 entrepreneurs who participated in the survey. Findings The findings of the study demonstrated that there is a positive relationship between customer and competitor orientations and the entrepreneurial orientation of small hospitality businesses in Kazakhstan. Research limitations/implications Future studies should also consider additional contingencies such as organizational learning capability and environmental dynamism. In addition, it is recommended that future studies look into the effect of customer and market orientations on SME performance. Practical implications The findings of the study showed that hospitality small businesses need to embrace a new way of thinking and adopt a more strategic approach to their entrepreneurial activities through proactively responding to constantly changing customer needs and competitors’ moves. Originality/value This study offers insights into the relationship between strategy and entrepreneurship in the context of small hospitality businesses. In particular, it develops an understanding about the factors that stimulate small hospitality businesses’ entrepreneurial orientations in a dynamic and competitive environment marked by the growing pressure of continuously changing consumer habits and direct competition both from SME counterparts and large enterprises.