Service Orientation and Small Business Marketing

ABSTRACTIn an environment of ever increasing competition, small businesses are beginning to recognize that adopting a strong service orientation in their marketing efforts not only gives them a differential advantage, but is also fast becoming a prerequisite for their survival. This study introduces a classification scheme which identifies firms by their degrees of involvement in service orientation. This typology was validated in a nationwide survey of retail nurseries. The findings supported the hypotheses that a strong service orientation does have a dramatic impact on a business's marketing decisions. It is hoped that recognition of these distinctions will offer strategic insights for small business practitioners in making marketing and promotion decisions.