Armario et al. (2008) state that MO facilitates the development of small business
learning processes, as owner-managers apply their knowledge to the solution of
market problems. These learning processes relate to the unique nature of small
businesses (e.g. limited resource base, simple organizational structure, informal
business processes, networking, owner-manager dominance – Blankson and Omar,
2002; McCarton-Quinn and Carson, 2003; Moriarty et al., 2008). Larger firms have the
resources to develop learning-based MO routines centered on marketing intelligence, in
a planned and structured manner, which is beyond the means of most small
businesses. An empirical study by Blankson et al. (2006), found that owner-manager
learning capabilities were based upon a more informal, unstructured and experiential
context when engaging with marketing intelligence.