Implementing Strategic Orientations in SMEs: The role of CEO’s Market Orientation


  • Maguette Teuw Diao Cheikh Anta Diop University, Senegal
  • Balla Doucoure Cheikh Anta Diop University, Senegal



Strategic orientations, Individual market orientation, SMEs, Upper echelon theory, Chief Executive Officer (CEO)


The purpose of this study is to explore the influence of a CEO’s market orientation on the strategic orientations of Small and Medium Enterprises (SMEs). A survey was conducted and data were collected from a sample of 175 Senegalese SMEs. The data were analyzed using structural equation modeling in STATA. The results show that some dimensions of a CEO’s market orientation positively influence SMEs’ strategic orientations. The findings imply that CEOs must individually exhibit market-oriented behaviors to encourage the development of strategic orientations in their SME. This study contributes to the development of the literature on individual market orientation by revealing that the CEO’s market orientation constitutes a key factor for the strategic orientation in SMEs

Author Biographies

Maguette Teuw Diao, Cheikh Anta Diop University, Senegal

Maguette Teuw Diao, (PhD, Cheikh Anta Diop University of Dakar, Senegal) is a Lecturer at the Faculty of Economics and Management of Cheikh Anta Diop University. He is also the Management Department chair. His research focuses on the strategic orientations of SMEs, notably market orientation. His current research focuses on the implementation of strategic orientations in SMEs. Specifically, he studies the role played by SME managers in the creation and development of a market orientation. He published in leading journals such as Recherche et Applications en Marketing and Recherche en Sciences de Gestion-Management Sciences-Ciencias de Gestión. Maguette Teuw was a recipient of the French Government's Post-Doctoral Research Fellowship Program (2020). He has been Visiting Scholar at Grenoble Ecole de Management (France, 2016, 2018, 2020, and 2022). He is a member of the African Marketing Association and the French Marketing Association. He is also a member of the Senegalese Management Sciences Association.

Balla Doucoure, Cheikh Anta Diop University, Senegal

Balla Doucouré, (PhD, Cheikh Anta Diop University of Dakar, Senegal) is Assistant Professor in Management at Cheikh Anta DIOP University (Dakar, Senegal) and a collaborating Research Associate at CEDIMES Institute USA (Centre for Research in Global Business, Entrepreneurship and Economics).  Balla is member of several African and international scientific associations such as Africa Business and Entrepreneurship Research Society, French Marketing Association, Association for Marketing Research on African Countries, Senegalese Management Sciences Association, and African Marketing Association. He is also an invited scholar at Montpellier SupAgro (Montpellier, France) and at Lille University (Roubaix, France). He serves as the current head of the Centre of Employability and Entrepreneurship at Cheikh Anta Diop University. Balla’s research interests lie in the small business strategic orientations and performance. His articles have been published in academic journals of international business and management including Journal of African Business, Transnational Corporations Review, Food Systems.



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How to Cite

Diao, M. T., & Doucoure, B. (2022). Implementing Strategic Orientations in SMEs: The role of CEO’s Market Orientation . Journal of Comparative International Management, 25(2), 246–274.



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