Market Orientation and Servitization in Family‐Owned Horticultural Enterprises

This research examines how the dimensions of market orientation and servitization influence business performance in German family‐owned horticultural SMEs. The research finds that customer orientation and interfunctional coordination positively impact performance, whereas competitor orientation has a negative effect. Although servitization is shown to enhance performance directly, its moderating role in the relationship between market orientation dimensions and business performance is limited and, in one case, detrimental, highlighting a servitization paradox. These findings challenge assumptions about universal benefits of market orientation, underscoring the unique dynamics of family businesses. This study offers strategic insights for enhancing performance and longevity in a sector facing structural changes and contributes to the literature on market orientation and servitization in underexplored family business contexts.