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Market orientation is one of the major research streams in strategic marketing developed during the past ten years. Since its inception in the early 1990s, the major thrust of research in market orientation has been to study the relationship between market orientation and business performance. Although it is acknowledged that market orientation and performance are likely correlated, this paper directs attention to what may lie beneath the relationship. From both conceptual and empirical perspectives, it is argued that future research should focus on the mechanisms by which market orientation contributes to performance. To this end, we draw on the gap analysis literature and develop a framework to link market orientation and performance for service organizations. This simple framework will help shape future agendas for service research.

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

Based on the dynamic capability theory, our study tries to explore the mediator mechanism of service supply chain dynamic capability between market orientation and service innovation performance, as well as the boundary conditions in which service supply chain dynamic capability plays a role, in order to reveal the key elements and their mechanisms for manufacturing enterprises to improve service performance.

With a total of 317 valid questionnaires, structural equation modeling (SEM) was used to test the research model and hypotheses.

The empirical results confirm that the three types of service supply chain dynamic capability (environment insight capability, resource integration capability and resource reconfiguration capability) can partially mediate the relationship between firm market orientation (responsive and proactive market orientations) and service innovation performance. In addition, supply chain collaboration has different types of moderator effects on the relationship between the three types of service supply chain dynamic capability and service innovation performance.

This research discovers that market orientation and dynamic capability are the key factors leading to high service performance and reveals the mediating role of service supply chain dynamic capability between market orientation and service innovation performance. Moreover, this research explores the moderating role of supply chain collaboration in service supply chain resource reconfiguration capability and service innovation performance.

The purpose of this paper is to develop and test a research model that explores the interrelationships of employee recognition, job embeddedness (JE), knowledge sharing, service orientation and abusive supervision. Specifically, the model proposes that JE mediates the impact of recognition on knowledge sharing and service orientation, while abusive supervision moderates the indirect influence of recognition on knowledge sharing and service orientation via JE. The model also proposes that JE and knowledge sharing mediate the link between recognition and service orientation in a sequential manner.

Data were gathered from restaurant frontline employees in three waves in Ghana. The hypothesized links were gauged via structural equation modeling using Mplus 7.4.

The vast majority of the hypothesized relationships were supported by the empirical data. Specifically, JE mediated the impact of recognition on knowledge sharing and service orientation. JE and knowledge sharing sequentially mediated the impact of recognition on service orientation. Abusive supervision moderated the positive effect of recognition on JE and JE on knowledge sharing such that the effects were stronger among frontline employees with low levels of abusive supervision. In addition, abusive supervision moderated the indirect effect of recognition on knowledge sharing through JE. On the contrary, abusive supervision did not significantly moderate the linkage between JE and service orientation. This is also true for abusive supervision as a moderator of the indirect influence of recognition on service orientation via JE.

Management should not only focus on financial rewards but also consider non-financial rewards such as employee recognition. This is what is overlooked among practitioners. Therefore, restaurant managers/supervisors should use recognition mechanisms such as certificate of appreciation, plaque of honor and/or oral praises wherever possible to trigger employees’ JE, knowledge sharing and service orientation. Restaurateurs should also arrange training programs for supervisors to make them avoid practicing abusive supervision that would erode JE and knowledge sharing.

Evidence about the organizationally valued consequences of employee recognition in the hospitality literature is sparse. With this realization, this paper advances the current knowledge by gauging JE as a mediator between recognition and knowledge sharing and service orientation. Unlike other empirical pieces, JE and knowledge sharing as the sequential mediators of the effect of recognition on service orientation are tested. This paper advances the current knowledge base by assessing abusive supervision as a moderator concerning the previously mentioned linkages. This paper also contributes to the literature by gauging abusive supervision as a moderator of the indirect impact of recognition on knowledge sharing and service orientation via JE.

The purpose of this paper is to present a model of the complexity in public libraries based on a case study of Cumbria Libraries, a public library service in the North West of England. The model illustrates the complexity of the library as a societal organisation with multiple stakeholder perspectives. The model is based on community orientation as a form of market orientation, in combination with other multiple strategic orientations that combine to add value for stakeholders within the community.

The study is based on a case study of Cumbria Libraries. The data were gathered during field visits via conversations, interviews, photographs, documents and observations and includes 85 participants from multiple stakeholder groups. The analytical approach blended thematic and situational analyses.

A key finding was the existence of multiple strategic orientations, the criticality of the leadership roles in managing the complexity and in motivating staff and community stakeholders towards offering a cohesive and relevant service suitable for community needs.

There is currently no literature on strategic orientation in libraries. The paper present an original model illustrating the complexity of the strategic orientations identified within the case study.

Marketing thought originating from the era of the barter system, gradually evolved into production and sales orientations, with greater emphasis on the process, quality, and selling of products. Thereafter, customer satisfaction as an essential component of the strategic decision process occupies a significant position among various marketing activities. This paper aims to address the inadequate research inputs on determining the time‐specific evolutionary relevance of marketing thought divulging into the essential components of each marketing concept, especially those with customer satisfaction as a dimension in the measurement construct.

A detailed, conceptually integrated analysis of various marketing philosophies is offered to facilitate business executives in examining the philosophy followed by their companies and how to move vertically in pursuance of improved business performance.

In comparison to the Indian market, which is fast becoming an attraction for the developed nations as an investment hub, it is the observed and experienced that public sector corporations are still at the production orientation stage, whereas private companies are predominantly using the sales‐oriented approach. The present status of customer orientation, market orientation and relationship marketing culture in India, is quite distinct from the status in the West as indicated by literature published in the developed countries. Banking, insurance, tourism, and hospitals still need to ensure minimum customer‐oriented services, which are not performed impressively in India.

Being a conceptual and country specific paper, the paper lacks wider generalization of its findings. Moreover, at many instances personal judgment of the authors might have resulted into biased interpretation.

Indian companies, with a few exceptions, lack an adequate orientation to pursue continuous market research in order to sense new developments, which are taking place due to the implementation of advanced information technology leading to greater exposure to customers. It can, thus, be synthesized that with respect to marketing practices in Indian settings, the existing large gap between the theory and implementation is drawing much attention from those concerned with the socio‐economic consequences associated with future business goals.

This paper can help managers in evaluating their business orientation level, but how to improve it further or update them as per ongoing changes in marketing thought and practice, has to be investigated and examined on continuous basis. Hence, empirical testing and validation of the constructs originating from the study have to be pursued, so as to analyze both the nature and the extent of the business orientation of a particular firm.

With the growing interest in service orientation research, the concept has been demonstrated to be a defining factor in the creation of superior customer service and value. The purpose of the paper is to evaluate service orientation as a socially constructed variable, empirically examine its relationship with measures of organization performance, and offer implications for management.

This study was conducted to conceptualize and measure service orientation as an element of organizational culture, understand the linkage between service orientation as a strategic choice and organizational performance, and measure service orientation utilizing a multi‐informant approach.

The data indicated that organizational service orientation in banking is positively correlated with employee commitment, longevity, and esprit de corps, consumer products performance, service quality image, and banking profitability.

The study had five principal limitations: the relationships were tested in one industry, the study was cross‐sectional, the researchers were dependent on self‐reported data, the incidence of low job performance may have affected other relationships in the study, and the number of strategic units was relatively small.

Organizational commitment and esprit de corps are important facets of an organization's culture that lead to longevity, higher service quality and profits.

This study is a step forward in investigating the organizational service orientation/organizational performance relationship in the arena of banking.

The purpose of this paper is to provide implementation insights and implications regarding the strategic orientations of servitization by testing its impacts on firm performance, including financial performance and customer service performance.

Empirical research is conducted using an online survey disseminated to manufacturing firms in Southeast China. This research develops and verifies a strategic fit framework to understand the relationship between the strategic orientation of servitization and service innovation (SI), and its resulting impacts on firm performance.

The results show that service orientation (SO) has direct positive impacts on firm performance in the manufacturing sector. Customer orientation (CO) and learning orientation (LO) have no direct impact on firm performance, although they have indirect impacts on it via the mediating role of SI capability. Moreover, SO has a similar indirect impact on firm performance via SI capability.

The survey focuses only on China; future studies should verify whether different cultural backgrounds impact the research results.

The results suggest that firms should build up three strategic orientations (SO, CO and LO) for implementing servitization to facilitate SI capability and, thus, to improve firm performance.

This research contributes to enhancing the theory of servitization by developing a strategic fit model of servitization and revealing the impact mechanism of servitization in the manufacturing sector.

The current work aims to analyze the complementary effects of relationship and service‐quality orientations on market and economic performance and their mediating role in the relationship between market orientation and performance.

In order to test the hypotheses proposed, an empirical analysis for financial and insurance companies was conducted.

The study reveals that market performance relates highly to relationship orientation and service quality as two alternative but complementary strategies, whereas the effect on economic performance is basically indirect through the market performance.

Results suggest that applying relational policies such as preferential treatment, communication and adaptation to customers' needs is critical for customer retention, reducing complaints and conflicts or improving the positioning. Moreover, the firms need to focus on quality service, as a consequence of relationship orientation and another requisite for market performance and, subsequently, economic performance.

This work integrates market orientation philosophy with relationship marketing and service quality as related drivers of the firm's performance. Few empirical works had related these concepts until now in this way.

The purpose of this research is to empirically develop a service‐driven market orientation construct and test its relationships with service quality.

The researcher employs Critical Incident Technique to generate items for the survey instrument. Then, the quantitative‐based descriptive research uses structured questionnaires to capture the perceptions of 558 university students from Malaysia which are used to understand the nature of the customer‐perceived market orientation and its relationship with service quality.

The results show that the service‐driven market orientation (SERVMO) that consists of six components (customer orientation, competitor orientation, interfunctional orientation, performance orientation, long‐term orientation, and employee orientation) has a significantly strong and positive relationship with service quality.

The SERVMO scale is developed using data from the higher education sector and is yet to be validated in other industries.

The proposed strategic construct and current findings on its relationships with service quality provide practical insights for service managers to monitor their service orientation and enhance service quality.

The newly developed SERVMO scale is originally derived from the customer perception data in the Malaysian higher education sector.