The Influence of CEO Gender on Market Orientation and Performance in Service Small and Medium-Sized Service Businesses

  • Davis P
  • Babakus E
  • Englis P
 et al. 
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Abstract

This study examines the effects of CEO gender on market orientation and perfor- mance (growth and profitability) among a sample of small and medium-sized service businesses. Gender was found to have significant indirect effects (via market orien- tation) on both market performance (growth) and financial performance (profitabil- ity). That is, female-led service SMEs perform significantly better due to their stronger market orientation relative those led by males. The findings further suggest that female-led firms were slightly better than their male-led counterparts in transmitting market performance into financial performance, although the differences were not statistically significant

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