Unlocking market information use in small firms: exploring the nexus of market orientation, ownership and small firm market performance Ismail Gölgeci, Simone Regina Didonet, Andrew Fearne International Journal of Entrepreneurial Behaviour and Research, 2025 Purpose This paper investigates the intricate dynamics of market information use (MIU) in small firms. First, the influence of market orientation (MO) on MIU is examined. Then, the mediating roles of instrumental and symbolic uses of market information and the moderating role of firm ownership are scrutinized to connect small firms' MO to small firm market performance (SFMP). Design/methodology/approach This study adopts the resource-based view (RBV) of the firm, follows a community-engaged action research approach and draws on primary and secondary data from a population of 150 small food and drink producers, of which 79 were usable, in the UK. Findings This research dissects the contrasting impacts of instrumental and symbolic uses of market information on SFMP. Importantly, this study reveals that only instrumental MIU mediates the positive linkage between MO and SFMP, and that link is strengthened when firms are family-owned. Originality/value This study contributes to a deeper understanding of the internal factors influencing market information dynamics in small firms and their subsequent impact on SFMP. It also extends theoretical understanding of how small firms’ unique resources, i.e. MIU, conditioned by ownership structure, drive performance in resource-constrained contexts.
THE MEDIATING EFFECT OF EXPORT MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN INNOVATION CAPABILITIES AND EXPORT PERFORMANCE: THE CONTEXT OF SMALL AND MEDIUM-SIZED COMPANIES Paola Tramontin Marques, Simone Regina Didonet Revista Brasileira De Marketing, 2024 Objetivo: Analisar o efeito mediador da orientação para o mercado externo na relação entre as capacidades de inovação e o desempenho exportador de pequenas e médias empresas (PMEs).Método: A pesquisa foi realizada com gestores de áreas correlatas ao marketing de empresas brasileiras exportadoras de alimentos e bebidas. A coleta de dados foi feita por meio de questionário e a amostra final foi composta por 120 empresas de diversas regiões do Brasil. Os dados foram analisados por meio de estatística descritiva e o teste de hipóteses foi feito por meio de modelagem de equações estruturais com o auxílio do software SmartPLS®.Relevância: Considerando os desenvolvimentos recentes na literatura sobre os temas de orientação para o mercado externo, capacidades de inovação e desempenho exportador, o presente estudo busca contribuir para o processo de internacionalização e melhoramento do desempenho internacional das PMEs.Resultados: Este estudo confirma o efeito mediador completo da orientação para o mercado externo (OME) na relação entre as capacidades de inovação (CI) e o desempenho exportador das PMEs, assim como o efeito positivo direto da CI na OME e o efeito positivo direto da OME no desempenho exportador. Na presença da OME, o efeito positivo direto da CI no desempenho exportador não aconteceu.Contribuições teóricas: O presente estudo contribui teoricamente ao identificar que o conhecimento de mercado externo, proveniente da OME, fortalece a relação entre as capacidades de inovação e o desempenho exportador de PMEs.
The Yin and Yang Model of Value Co-Creation in the Non-Profit Sector Renata Klafke, Simone Didonet Business Perspectives and Research, 2024 This study describes the process and elements presented in a value co-creation process between non-profits and donors, as well as the outcomes of this interaction. The study includes semi-structured interviews with managers and donors, as well as first-hand observation and notes from the telemarketing department of two health-related non-profits (NPOs). To represent the interaction between actors, the Yin and Yang model of value co-creation is proposed. In relation to the outcomes of this relationship, despite the elements of co-creation value that are highlighted in the literature, that is, dialog and transparency, other relevant components stood out more in this context, such as trust and reputation. This research broadens the literature in the field of NPOs, since most researches on value co-creation are centered on the private sector and focus the analysis on the end user, which in the non-profit sector of health care would be the patient. Otherwise, this research focuses on a resource integrator actor, that is, the donor. Managerial contributions and future research directions are also presented.
How the absorptive capacity could transform data into better decisions: a multilevel perspective to deal with the difference between firm sizes Marina Proença, Bruna Cescatto Costa, Simone Regina Didonet, Ana Maria Machado Toaldo, Tomas Sparano Martins, et al. Management Research Review, 2024 Purpose This study aims to investigate organizational learning, represented by the absorptive capacity, as a condition for the firm to learn about marketing data and make more informed decisions. The authors also aimed to understand how the behavior of micro, small and medium enterprises (MSME) businesses differ in this scenario through a multilevel perspective. Design/methodology/approach Placing absorptive capacity as a mediator of the relationship between business analytics and rational marketing decisions, the authors analyzed data from 224 Brazilian retail companies using structural equation modeling estimated with partial least squares. To test the cross-level moderation effect, the authors also performed a multilevel analysis in RStudio. Findings The authors found a partial mediation of the absorptive capacity in the relation between business analytics and rational marketing decisions. The authors also discovered that, in the MSMEs firms’ group, even if smaller companies find it more difficult to use data, those that do may reap more benefits than larger ones. This is due to the influence of size in how firms handle information. Research limitations/implications The sample size, despite having shown to be consistent and valid, is considered small for a multilevel study. This suggests that our multilevel results should be viewed as suggestive, rather than conclusive, and subjected to further validation. Practical implications Rather than solely positioning business analytics as a tool for decision support, the authors’ analysis highlights the importance for firms to develop the absorptive capacity to enable ongoing acquisition, exploration and management of knowledge. Social implications MSMEs are of economic and social importance to most countries, especially developing ones. This research aimed to improve understanding of how this group of firms could transform knowledge into better decisions. The authors also highlight micro and small firms’ difficulties with the use of marketing data so that they can have more effective practices. Originality/value The research contributes to the understanding of organizational mechanisms to absorb and learn from the vast amount of current marketing information. Recognizing the relevance of MSMEs, a preliminary multilevel analysis was also conducted to comprehend differences within this group.
The impact of market information use on entrepreneurial performance: insights from the UK food industry Simone Regina Didonet, Andrew Fearne Journal of Small Business and Enterprise Development, 2023 PurposeThis paper explores the nuanced relationship between individual and firm performance through the lens of market information use, in the specific context of small businesses, shedding light on the specificity of information use and impact of information use on both types of performance.Design/methodology/approachA mixture of subjective and objective data from a sample of small food producers engaged in an action research project with a major UK supermarket was used to test hypotheses developed from the information management, marketing and small business literature.FindingsThe results suggest that the effective use of market information has a significant impact on the performance of both the individual and the organization but independently of each other. The result provides evidence of the potential “disconnection” between individual and organizational levels of performance and the tension that exists in small businesses between operational and strategic decision-making and the use of market information therein.Research limitations/implicationsWhile the author's study benefits from access to individual decision-makers and objective organizational performance data, the study is not without its limitations. Chief among these is the small sample size. Moreover, while there are clear benefits to working with a homogeneous sample of small food producers supplying the same key customer in the same market, generalizing to small food businesses operating in other distributions channels and small businesses in other sectors is also difficult.Practical implicationsWhen analyzing the performance of marketing managers, owner-managers should pay attention to the incentives for them to invest time and effort in the effective use of market information as the disconnection between individual and firm performance can have negative implications for their personal development and the overall firm performance.Originality/valueThis study explores a missing link in the extant body of small business literature, i.e., the role played by key individuals with responsibility for the marketing function within small businesses and the relationship between small businesses' approach to the use of market information and performance at a functional level and the overall firm performance.
Service encounter and value co-creation in fundraising activities at the NPO sector Renata Klafke, Andrés Barrios, Simone Regina Didonet Journal of Services Marketing, 2023 Purpose Fundraising plays a critical role in the success of non-profit organizations (hereafter NPOs). This study aims to propose to analyze fundraising from a service-dominant logic, specifically from a service ecosystem approach, to understand the different entities and interactions involved in this activity, as well as the types of value that emerge from them. Design/methodology/approach A cross-case study was developed using three health-care Brazilian NPOs. Data collection methods were performed to build each case, including observation of NPOs’ telemarketing staff interaction with donors and long interviews with their marketing managers. Data analysis involved applying the service ecosystem framework to each NPO and contrasting them. Findings First, the findings revealed the way in which religious, political and child-rearing institutions integrate into citizenship ideals that permeate both NPOs’ and donors’ attitudes and behaviors. Second, five different fundraising interactions (emotional, religious, political, influencer and empathetic) in which NPOs and donors pool their resources to co-create value are presented. Third, how the outcomes of fundraising interactions manifest for NPOs in the form of financial (money and time) and social value (social legitimation) and for teleworkers and donors in the form of emotional value (joy and relatedness) are identified. Originality/value This paper used a service ecosystem approach to analyze a new service context “fundraising,” which has been scarcely discussed in the literature. The findings show how macro-level institutions work together for fundraising. Five different fundraising interactions were identified, linking the communication with the service experience literature. Finally, the findings identify fundraising’s different value outcomes extending traditional approaches for evaluating this activity.
Unlocking market information use in small firms: exploring the nexus of market orientation, ownership and small firm market performance I Gölgeci, SR Didonet, A Fearne International Journal of Entrepreneurial Behavior & Research 32 (4), 927-948 , 2026 2026
The impacts of Brand Activism on firm value: an emerging market perspective PC Pimentel, SR Didonet, A Rezaee, M Bassi-Suter Journal of Business Research 201, 115675 , 2025 2025 Citations: 4
O efeito mediador da orientação para o mercado externo na relação entre as capacidades de inovação e o desempenho exportador: o contexto de pequenas e médias empresas PT Marques, SR Didonet ReMark-Revista Brasileira de Marketing 23 (4), 1595-1664 , 2024 2024
The Yin and Yang Model of Value Co-Creation in the Non-Profit Sector R Klafke, S Didonet Business Perspectives and Research 12 (4), 647-660 , 2024 2024 Citations: 1
The mediating effect of export market orientation on the relationship between innovation capabilities and export performance: the context of small and medium-sized companies PT Marques, SR Didonet REMark 23 (4), 1595 , 2024 2024 Citations: 1
Brand activism as a marketing strategy: an integrative framework and research agenda PC Pimentel, M Bassi-Suter, SR Didonet Journal of Brand Management 31 (2), 212-234 , 2024 2024 Citations: 86
How the absorptive capacity could transform data into better decisions: a multilevel perspective to deal with the difference between firm sizes M Proença, BC Costa, SR Didonet, AMM Toaldo, TS Martins, JR Frega Management Research Review 47 (5), 744-766 , 2023 2023 Citations: 5
The impact of market information use on entrepreneurial performance: insights from the UK food industry SR Didonet, A Fearne Journal of Small Business and Enterprise Development 30 (5), 967-986 , 2023 2023 Citations: 9
Service encounter and value co-creation in fundraising activities at the NPO sector R Klafke, A Barrios, SR Didonet Journal of Services Marketing 37 (7), 851-861 , 2023 2023 Citations: 11
Dealing with integrated marketing communications’ paradoxes in social ventures PC Pimentel, PML Gomes, SR Didonet Journal of Nonprofit & Public Sector Marketing 35 (4), 354-390 , 2023 2023 Citations: 10
Service orientation and innovation results: Theoretical development based on service-dominant logic L Finoti, L Bonfim, SR Didonet, AMM Toaldo, AP Segatto Services Marketing Quarterly 43 (4), 389-403 , 2022 2022 Citations: 4
Marketing and innovative capabilities as complementary to drive firm performance S Didonet, AM Toaldo European Marketing Academy 4 (1), 1-11 , 2022 2022 Citations: 1
Institutional theory, culture and value co-creation: how do they stick together in donation? R Klafke, AT Urdan, SR Didonet, M Arnold International Review on Public and Nonprofit Marketing 18 (3), 447-466 , 2021 2021 Citations: 10
Engagement in social networks: A multi-method study in non-profits organizations RV Klafke, PM Gomes, DM Junior, SR Didonet, AM Toaldo International Review on Public and Nonprofit Marketing 18 (2), 295-315 , 2021 2021 Citations: 25
Brand activism as a marketing strategy: proposing a typology PC Pimentel, SR Didonet IX Encontro de marketing da ANPAD-EMA 2021, 25-26 , 2021 2021 Citations: 18
Service-dominant logic and nonprofit organizations: a value creation perspective R Klafke, O Flávio Von Der, SR Didonet, AMM Toaldo Journal of Nonprofit & Public Sector Marketing 33 (1), 65-83 , 2021 2021 Citations: 27
Innovation management in market-oriented SMEs: learning and internal arrangements for innovation S Didonet, G Diaz-Villavicencio International Journal of Organizational Analysis 28 (5), 985-1003 , 2020 2020 Citations: 55
Determining the presence of a long-term/short-term dilemma for SMEs when adopting strategic orientation to improve performance SR Didonet, A Fearne, G Simmons International Small Business Journal 38 (2), 90-110 , 2020 2020 Citations: 60
Innovation strategy and network capability as marketing innovation enablers BC Costa, SR Didonet International Journal of Business Innovation and Research 23 (3), 370-383 , 2020 2020 Citations: 9
MANAGERS’INFLUENCE ON COMPANY CAPABILITIES JCN Costa, SM Camargo, AMM Toaldo, SR Didonet RAM. Revista de Administração Mackenzie 20 (6), eRAMD190061 , 2019 2019 Citations: 4
MOST CITED SCHOLAR PUBLICATIONS
The relationship between small business market orientation and environmental uncertainty S Didonet, G Simmons, G Díaz‐Villavicencio, M Palmer Marketing Intelligence & Planning 30 (7), 757-779 , 2012 2012 Citations: 141
The role of marketing capabilities, absorptive capacity, and innovation performance JCN Da Costa, SM Camargo, AM Machado Toaldo, SR Didonet Marketing Intelligence & Planning 36 (4), 410-424 , 2018 2018 Citations: 107
Influencing factors of eco-efficient urban waste management: Evidence from Spanish municipalities G Díaz-Villavicencio, SR Didonet, A Dodd Journal of Cleaner Production 164, 1486-1496 , 2017 2017 Citations: 93
Brand activism as a marketing strategy: an integrative framework and research agenda PC Pimentel, M Bassi-Suter, SR Didonet Journal of Brand Management 31 (2), 212-234 , 2024 2024 Citations: 86
Supply chain management practices as a support to innovation in SMEs SR Didonet, G Díaz Journal of technology management & innovation 7 (3), 91-109 , 2012 2012 Citations: 79
The role of the marketing strategy process in the innovativeness-performance relationship of SMEs L Finoti, SR Didonet, AM Toaldo, TS Martins Marketing Intelligence & Planning 35 (3), 298-315 , 2017 2017 Citations: 77
The role of perceived justice in buyer-supplier relationships in times of economic crisis A Matopoulos, S Didonet, V Tsanasidis, A Fearne Journal of Purchasing and Supply Management 25 (4), 100554 , 2019 2019 Citations: 61
Determining the presence of a long-term/short-term dilemma for SMEs when adopting strategic orientation to improve performance SR Didonet, A Fearne, G Simmons International Small Business Journal 38 (2), 90-110 , 2020 2020 Citations: 60
Innovation management in market-oriented SMEs: learning and internal arrangements for innovation S Didonet, G Diaz-Villavicencio International Journal of Organizational Analysis 28 (5), 985-1003 , 2020 2020 Citations: 55
Market orientation's boundary‐spanning role to support innovation in SMEs SR Didonet, G Simmons, G Díaz‐Villavicencio, M Palmer Journal of Small Business Management 54 (sup1), 216-233 , 2016 2016 Citations: 54
The influence of innovative organizational culture on marketing strategy formulation and results AMM Toaldo, SR Didonet, FB Luce Latin American Business Review 14 (3-4), 251-269 , 2013 2013 Citations: 35
Service-dominant logic and nonprofit organizations: a value creation perspective R Klafke, O Flávio Von Der, SR Didonet, AMM Toaldo Journal of Nonprofit & Public Sector Marketing 33 (1), 65-83 , 2021 2021 Citations: 27
The role of supply chain integration in the relationship between market orientation and performance in SMEs SR Didonet, JR Frega, AM Toaldo, G Díaz International Journal of Business Science & Applied Management (IJBSAM) 9 (2 … , 2014 2014 Citations: 27
Engagement in social networks: A multi-method study in non-profits organizations RV Klafke, PM Gomes, DM Junior, SR Didonet, AM Toaldo International Review on Public and Nonprofit Marketing 18 (2), 295-315 , 2021 2021 Citations: 25
The innovation orientation influence on architectural marketing capabilities and the impact on innovation performance TC Pscheidt-Gieseler, SR Didonet, AMM Toaldo, TS Martins International Journal of Business Innovation and Research 15 (3), 277-300 , 2018 2018 Citations: 25
Market orientation and sources of knowledge to innovate in SMEs: A firm level study SR Didonet, G Díaz, AM Machado Journal of technology management & innovation 11 (3), 1-10 , 2016 2016 Citations: 21
A importância da gestão de compras para a competitividade das empresas: o caso da Rede Super JAR Coletti, C Castallanelli, MGM Fries, SR Didonet XXII Encontro Nacional de Engenharia de Produção , 2002 2002 Citations: 19
Brand activism as a marketing strategy: proposing a typology PC Pimentel, SR Didonet IX Encontro de marketing da ANPAD-EMA 2021, 25-26 , 2021 2021 Citations: 18
Perspectives on innovation management of Ecuadorian companies—empirical evidence GJ Diaz-Villavicencio, S Didonet, A Dodd International Journal of Innovation Management 20 (06), 1650048 , 2016 2016 Citations: 18
Eco-eficiencia en la gestión de residuos municipales en Catalunya GJD Villavicencio, SR Didonet Revista de Administração da Universidade Federal de Santa Maria 1 (2), 193-208 , 2008 2008 Citations: 17
