Shifting the paradigm: A critical review of social innovation literature

Leveraging Strategic Orientations in Achieving a Competitive Advantage Among Msmes: A Cross-Country Marketing Analysis

“…This finding aligns with previous researches suggesting that the learning orientation indirectly influenced the performance through its impact on other strategic orientations (Eriksson & Heikkilä, 2023;Lepistö, Lintusaari, Oudin, Barreira, Niemi, Karjalainen, Salo, Silvonen, Markkula, Hoivala, Marjanen, Martikainen, Aurela, Reyes, Oyola, Kuuluvainen, Manninen, Schins, Vojtisek-Lom, Ondracek, Topinka, Timonen, Jalava, Saarikoski, & Rönkkö, 2023). Further, the entrepreneurial orientation, characterized by innovativeness, risk-taking, and proactiveness, significantly increases the competitive advantage (Phillips et al, 2023). However, this study finds that entrepreneurial orientation does not guarantee immediate market benefits, which is consistent with the findings of (Cadden et al, 2023;Castillo et al, 2021).…”

“…The market orientation, as a business philosophy that prioritized the needs and wants of customers, has been found to enhance the competitive advantage (Mthembu & Barnard, 2019). However, this study reveals that the market orientation alone is insufficient to improve the marketing performance, which is consistent with the findings of (Phillips et al, 2023). Further, the learning orientation, which emphasized the acquisition and application of knowledge, enhanced the adaptability and resilience in the dynamic market environment (Wales et al, 2021;Webster et al, 2022).…”

“…The learning orientation is included in the internal mechanisms, which has an impact on a company's transition from one paradigm to another (Peng & Shao, 2021;Phillips, Luo, & Wendland-Liu, 2023). It has been found to have a positive impact on the marketing performance (Gil-Cordero, Rodriguez-Rad, Ledesma-Chaves, & Río-Vázquez, 2023).…”

“…For instance, the hypothesis that market orientation positively impacts marketing performance in HBC MSMEs across various locations (H1) is backed by Ismail et al (2023) and Chaudhary et al (2021), emphasizing customer-centric strategies and market responsiveness. The hypothesis that learning orientation impacts marketing performance in HBC MSMEs (H2) draws from studies by Beneke et al (2016), Peng &Shao (2021), andPhillips et al (2023), bringing attention to the role that learning orientation plays as a mediator between market orientation and organizational performance. Essentially, the speculation that the upper hand intervenes in the connection between enterprising direction and advertising execution in HBC MSMEs (H3) is upheld by research from Castillo et al (2021) and Tarihoran et al (2023).…”