Market(ing) Wisdom Differences between Family and Non-Family Firms: An Empirical Study on Small and Medium Enterprises

In competitive business environment, family and non-family SMEs striving to survive by their own characteristics and strategies. Market knowledge and marketing efforts with limited resources are crucial to sustain and enhance business. In this paper, three constructs i) market orientation, ii) marketing capabilities and iii) marketing practices examine the SMEs service sector performance. The interaction effect of ownership type (family and non-family firms) also observed. The 240 SMEs’ data collected from three major metropolitan cities. This study confirms the positive relationships of each constrict (market orientation, ii) marketing capabilities and iii) marketing practices) to firm performance. The interaction effect of ownership type evident on marketing capabilities and SMEs performance. Non-family businesses are open to adopt new ideas and personnel into decision making. Family firms should be more adaptable to compete with non-family firms.