Environmental determinants of responsive and proactive market orientations

Yejing Wang (Administrative Management School, Hunan University, Hunan, People's Republic of China)
Deming Zeng (Administrative Management School, Hunan University, Hunan, People's Republic of China)
C. Anthony Di Benedetto (Fox School of Business and Management, Philadelphia, Pennsylvania, USA)
Michael Song (The Henry Bloch School of Management, University of Missouri‐Kansas City, Kansas City, Missouri, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 16 August 2013

Abstract

Purpose

Recent studies have conceptualized market orientation into two distinct components, responsive and proactive market orientation. The purpose of this paper is to examine the environmental antecedents that lead to the adoption of a responsive or proactive market orientation.

Design/methodology/approach

Drawing upon the market orientation literatures, and using theory derived from environment strategy research as a starting point, a conceptual model is developed in which environmental factors are antecedent variables influencing the responsive and proactive market orientation. To test the conceptual model, data were collected from 308 companies across a wide range of industries.

Findings

The results show that responsive market orientation is positively related to market turbulence, technological turbulence and competitive intensity. On the contrary, proactive market orientation is negatively related to market turbulence, technological turbulence, and competitive intensity.

Originality/value

The paper makes a theoretical contribution in that it extends the market orientation literature and examines what environmental antecedents affect responsive and proactive market orientation. The paper also makes some managerial recommendations.

Keywords

Citation

Wang, Y., Zeng, D., Di Benedetto, C.A. and Song, M. (2013), "Environmental determinants of responsive and proactive market orientations", Journal of Business & Industrial Marketing, Vol. 28 No. 7, pp. 565-576. https://doi.org/10.1108/JBIM-10-2011-0156

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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