Market orientation and firm size: an empirical examination in UK firms

Examines differences in the level of market orientation between firms of different sizes and relates market orientation to the perceived market structure and the degree of planning control from corporate headquarters. A survey of UK firms shows that medium‐sized firms adopt a market orientation to a lesser extent than large and extra‐large firms; and there are no differences in the level of market orientation between large and extra large firms. Despite the different market orientation, there is no difference in the perceived market structure between firms of different sizes. Extra‐large firms are exposed to a higher degree of planning from the corporate headquarters than medium‐sized and large firms, but the degree does not seem to be so high as to affect their market orientation and discusses managerial implications.