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Article
Publication date: 29 May 2009

Hans Eibe Sørensen

This paper aims to investigate whether it is meaningful to decompose market orientation into customer orientation and competitor orientation, and what possible…

Abstract

Purpose

This paper aims to investigate whether it is meaningful to decompose market orientation into customer orientation and competitor orientation, and what possible implications this decomposition may have for researchers and business practitioners.

Design/methodology/approach

Through a review of existing market orientation research, two of its salient dimensions, customer orientation and competitor orientation, are theoretically investigated. Then, two symmetric component measures are developed and tested on 308 manufacturing firms in a cross‐sectional questionnaire survey, supplemented with census data.

Findings

Empirical evidence reveals that, while competitor orientation is positively related to a firm's market share, a customer orientation is detrimental to a firm's return on assets for firms in less competitive environments.

Research limitations/implications

The study advocates moving beyond “global” measures of market orientation and focusing on symmetric component measures of customer orientation and competitor orientation when investigating a firm's performance differentials. The study's cross‐sectional setting limits inference about causality among the constructs.

Practical implications

Customer versus competitor orientation appears to be contingent on a firm's competitive environment, which indicates that market orientation and its components are not necessarily equally relevant for firms with different strategies and in different environments.

Originality/value

The paper introduces and empirically tests two novel symmetric component measures of customer orientation and competitor orientation. Academicians are provided with insights with respect to the content and symmetry of component measures of the market orientation construct and their relation to firm performance. Furthermore, business practitioners are given a more solid foundation for better allocation of resources to their customer and competitor‐oriented activities.

Details

European Journal of Marketing, vol. 43 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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Book part
Publication date: 31 January 2015

Tage Koed Madsen, Hans Eibe Sørensen and Rosalina Torres-Ortega

Market orientation is often mentioned as a key factor for the success of domestic and international activities, but our knowledge about differences in degrees of market…

Abstract

Market orientation is often mentioned as a key factor for the success of domestic and international activities, but our knowledge about differences in degrees of market orientation remains limited for firms that have varying degrees of international activities. In particular, the literature is very sparse with regard to studies of newly established firms. Our study empirically explores this gap examining how different types of new ventures adopt two strategic components of market orientation – customer orientation and competitor orientation. Our empirical evidence is based on responses from CEOs of 249 Danish manufacturing firms that are categorized into four groups, depending on their degree of international operations within the first three years. We demonstrate that the most internationally oriented firms seem to be the most market oriented in general. They are significantly more competitor-oriented than domestically oriented firms, but the results regarding customer orientation are more mixed. Interestingly, we find indications that the strategic emphasis on customer orientation may be higher for firms with domestic operations than for those with limited international operations. We discuss implications for research and managers.

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Article
Publication date: 13 July 2012

Stanley F. Slater, Eric M. Olson and Hans Eibe Sørensen

The purpose of this paper is to identify the components of a knowledge management system that contribute to superior new product program performance.

Abstract

Purpose

The purpose of this paper is to identify the components of a knowledge management system that contribute to superior new product program performance.

Design/methodology/approach

An extensive review of the academic and managerial literatures that deal with knowledge management's contribution to superior performance was first undertaken. After identifying gaps in the literature, a comprehensive model of a knowledge management system was developed. Where possible, existing measures of the constructs in this model were utilized. A questionnaire was developed, a commercial mailing list purchased, and a two wave mailing which produced a 15.8 percent response rate conducted.

Findings

The paper finds that customer intelligence generation, competitor intelligence generation, technological intelligence generation, and intelligence dissemination all contribute to the stock of knowledge assets (p<0.05). It was also found that, after controlling for influences on new product performance, a knowledge‐based strategy fully mediated the knowledge asset‐new product program performance relationship (p<0.05).

Research limitations/implications

This is a cross‐sectional study so causality should not be implied. The study was conducted among companies competing in high‐tech industries so there may be questions about generalizability.

Practical implications

Within the limitations of the research design, this study demonstrates the components of a knowledge management system. It provides numerous examples of the techniques utilized and companies that utilize them.

Originality/value

The paper identifies the components of a knowledge management system that contribute to superior new product program performance.

Details

Journal of Business Strategy, vol. 33 no. 4
Type: Research Article
ISSN: 0275-6668

Keywords

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Article
Publication date: 13 July 2012

Hans Eibe Sørensen and Tage Koed Madsen

The purpose of this study is to investigate the association of international orientation and market orientation and their joint effects on export market success…

Abstract

Purpose

The purpose of this study is to investigate the association of international orientation and market orientation and their joint effects on export market success. Additionally, it aims to examine how firms’ foreign market portfolio diversity moderates this association.

Design/methodology/approach

On the basis of a review of the literature on market orientation and international orientation in relation to manufacturers’ performance on export markets, the paper proposes a set of hypotheses. The hypotheses are empirically tested using 249 questionnaire responses from CEOs supplemented with census data.

Findings

The results indicate that international orientation is positively related to export market success and that this relationship is independent of market portfolio diversity. The paper provides insights to the limitations of the dominant position that holds market orientation as an undisputed valuable strategic capability since market orientation has different non‐linear associations with export market success depending on market portfolio diversity. Finally, the results indicate that the joint effects of international orientation and market orientation on export market success only are present for firms with a focused market portfolio.

Research limitations/implications

The authors argue that the performance implications of different strategic orientations on export market success are context‐dependent and that firms’ market portfolio diversity assists in providing this nuanced insight. The study's empirical cross‐sectional setting limits inference about causality among the constructs.

Practical implications

While all exporting manufacturing firms may benefit from an international orientation, business practitioners are advised to pay particular attention to the diversity of their foreign market portfolio prior to allocating resources to market‐oriented activities.

Originality/value

In this empirical contribution, the authors show how international orientation explains performance differentials among manufacturing exporters as well as how market orientation positively moderates this relationship. Furthermore, the paper shows the context dependency of the value of firms’ market orientation on the basis of export market portfolio diversity.

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Book part
Publication date: 31 January 2015

Abstract

Details

Entrepreneurship in International Marketing
Type: Book
ISBN: 978-1-78441-448-1

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Article
Publication date: 1 September 2004

Steve Mitchell, Julie Mason and Lori Pender

The following describes a number of technologies and exemplary service designs that foster better Internet finding tools in libraries and more cooperative and efficient…

Abstract

The following describes a number of technologies and exemplary service designs that foster better Internet finding tools in libraries and more cooperative and efficient effort in Internet resource collection building. Our library and partner institutions have been involved in this work for over a decade. The open source software and projects discussed represent appropriate technologies and sustainable strategies that will help Internet portals, digital libraries, virtual libraries and library catalogs‐with‐portal‐like‐capabilities (IPDVLCs) to scale better and to anticipate and meet the needs of scholarly and educational users.

Details

Library Hi Tech, vol. 22 no. 3
Type: Research Article
ISSN: 0737-8831

Keywords

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Article
Publication date: 20 November 2017

Maayan Zhitomirsky-Geffet and Maya Blau

The purpose of this paper is to investigate the predictive factors of information seeking behavior of smartphone users from the cross-generational perspective. Based on…

Abstract

Purpose

The purpose of this paper is to investigate the predictive factors of information seeking behavior of smartphone users from the cross-generational perspective. Based on existing literature, the two most popular types of information seeking behavior of smartphone users were determined: social information seeking behavior; and functional/cognitive information seeking behavior.

Design/methodology/approach

A questionnaire comprising 66 questions was administered online to 216 smartphone users of three age groups according to three generations: generation X, Y (millennials) and Z. Several predictive factors were examined for each of these information seeking behavior types: generation, gender, personality traits (the Big Five), daily usage time, period of ownership, various application utilization and the level of emotional gain from smartphones.

Findings

There is a trade-off between the two types of information seeking behavior. Also, men exhibited significantly more functional/cognitive information seeking behavior than women, and younger generations reported significantly higher emotional gain and social information seeking behavior than older generations. Interestingly, significant differences in smartphone apps’ utilization, information seeking behavior types and their predictive factors were found among users from different generations. Extraversion was positively related to social information seeking behavior only for generations X and Y, while WhatsApp usage was one of the strongest predictive factors only for generation Z.

Practical implications

This research has practical implications for information system design, education, e-commerce and libraries.

Originality/value

This is a first study that systematically examines predictive factors of the two prominent types of information seeking behavior on smartphones from the cross-generational perspective.

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