“Miles ahead” – using jazz to investigate improvisation and market orientation

Abstract

Purpose

The purpose of this article is to investigate ways in which improvisation can be used to enhance and advance market orientation.

Design/methodology/approach

The article draws upon existing market orientation literature and musical theory to extend the authors' previous work of the need for improvisation in strategic market planning (SMP) into a wider area of market orientation.

Findings

The article evinces a conceptual matrix to illustrate four basic levels of market oriented improvisation: one‐size fits all; improvisation through alternatives; single level improvisation (SLI); and multi‐level improvisation (MLI).

Practical implications

The article will demonstrate the core competences of a jazz band: musical knowledge; role definition; quasi‐autonomous leadership; open communication; and self‐reflexivity. It will discuss how these competences are directly transferable to market oriented organisations.

Originality/value

The article provides a new definition of market orientation, which posits improvisation as a central element.

Citation

Dennis, N. and Macaulay, M. (2007), "“Miles ahead” – using jazz to investigate improvisation and market orientation", European Journal of Marketing, Vol. 41 No. 5/6, pp. 608-623. https://doi.org/10.1108/03090560710737642