Marketing and performance in small firms: the role of networking

Purpose The purpose of the paper is to advance knowledge small firm performance by explicating how networking helps firms carry out marketing and perform better. Design/methodology/approach An online survey owner-managers in a regional economy UK was executed. Hypotheses were tested including proposition that proactiveness moderates relationship between market orientation (MO) performance. Findings It found undertaken all across spectrum business types. Networking seen as applicable, it results valuable outcomes these contribute marketing. contribution increases with size valued more dedicated function. Proactive creates greater value than reactive networking, but proactive itself does not lead Rather, MO Practical implications argued should be dismissed “not quite proper” harnessed way compensating for activities are outside reach firm. Small advised adopt approach their activities, without reasonable level proactiveness, there likely no benefit being oriented. Originality/value There has been little research examined specific ways which contributes none probes if what extent this makes difference overall This addresses gap.