Market orientation and servitization in family-owned horticultural enterprises

Engelke, Christian; Bell, Robin; Haq, Muhibul

Worcester Research and Publications

SEARCH EPRINTS:

USER PANEL:

Registered Users - Log in using your University of Worcester ID and Password to submit items to the repository.

ABOUT THE COLLECTION:

WRaP is a collection of research papers and university publications. It presents the academic and creative work of the university. You are welcome to look for and obtain items of interest and make contact with the authors and creators.

CONTACT DETAILS:

All correspondence about WRaP should be sent to the Repository Manager.

Market orientation and servitization in family-owned horticultural enterprises

Lists

Tools

Engelke, Christian, Bell, Robin ORCID: https://orcid.org/0000-0002-7325-4277 and Haq, Muhibul ORCID: https://orcid.org/0000-0002-6281-5999 (2026) Market orientation and servitization in family-owned horticultural enterprises. Canadian Journal of Administrative Sciences, 43 (1). pp. 1-15. ISSN 1936-4490

Preview

Text
CJAS.pdf - Published Version
Available under License Creative Commons Attribution.
Download (1MB) | Preview

Official URL: https://onlinelibrary.wiley.com/doi/10.1002/cjas.7...

Abstract

This research examines how the dimensions of market orientation and servitization influence business performance in German family-owned horticultural SMEs. The research finds that customer orientation and interfunctional coordination positively impact performance, while competitor orientation has a negative effect. While servitization is shown to enhance performance directly, its moderating role in the relationship between market orientation dimensions and business performance is limited and, in one case, detrimental, highlighting a servitization paradox. These findings challenge assumptions about universal benefits of market orientation, underscoring the unique dynamics of family businesses. The study offers strategic insights for enhancing performance and longevity in a sector facing structural changes and contributes to the literature on market orientation and servitization in underexplored family business contexts.

Item Type:	Article
Additional Information:	Article Number: e70053
Uncontrolled Discrete Keywords:	family business, horticulture, market orientation, performance, servitization
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	https://onlinelibrary.wiley.com/journal/... Publisher
Copyright Info:	© 2026 The Author(s). Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration published by John Wiley & Sons Ltd on behalf of ASAC., This is an open access article under the terms of the Creative Commons Attribution License, https://creativecommons.org/licenses/by/4.0/
Depositing User:	Robin Bell
Date Deposited:	06 Mar 2026 20:25
Last Modified:	06 Mar 2026 20:25
URI:	https://eprints.worc.ac.uk/id/eprint/16000

Actions (login required)

View Item

Altmetric

View Altmetric information about this item.

CORE (COnnecting REpositories)

© University of Worcester Henwick Grove, WR2 6AJ Tel: 01905 855000 | Materials in WRaP are protected by copyright and other intellectual property rights. By using WRaP you agree to abide by UK copyright laws.

Worcester Research and Publications is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.