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Article
Publication date: 1 April 1991

Byron Sharp

As the wine industry globally is pushed towards a marketingorientation, what does this mean for companies and their managers andowners? Distinction should be made between

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Abstract

As the wine industry globally is pushed towards a marketing orientation, what does this mean for companies and their managers and owners? Distinction should be made between market orientation and marketing orientation. Market orientation places the customer at the top of the organisational chart, yet in the wine industry the customer can be very fickle. As such it does not encapsulate the marketing concept of the matching process – it is not a marketing orientation. The true marketing orientation has evolved from a realisation of the inadequacies of production and sales orientation. Marketing orientation should give equal weight to customer demands and to company requirements. It must choose its markets and manage its own productive capabilities in order to achieve its goals in pursuit of a strategic policy. In the wine industry in particular, it is imperative for management that customer and company needs and wants should be correctly balanced.

Details

International Marketing Review, vol. 8 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 31 July 2007

Musa Dwairi, Shahid N. Bhuian and Anthony Jurkus

The purpose of this study is to replicate Kohli and Jaworski, and Kohli's pioneering market orientation model within a highly growth‐oriented and competitive banking…

2694

Abstract

Purpose

The purpose of this study is to replicate Kohli and Jaworski, and Kohli's pioneering market orientation model within a highly growth‐oriented and competitive banking industry in an emerging Middle‐Eastern economy, Jordan.

Design/methodology/approach

A survey was conducted among top management personnel of 475 bank branches in Jordan. A total of 11 hypotheses related to market orientation; its antecedents and consequences were examined by estimating multiple regression models.

Findings

The study confirms that market orientation‐performance relationship is robust across diverse contexts. Also, top management traits are consistent predictors of market orientation. However, organizational factors as direct and linear determinants of market orientation are not completely stable. Further, the nature of the correlations between environmental factors and market orientation may be more complex than has been believed. In addition, within‐country variations along Hofstede's cultural dimensions may be possible. Finally, most scales including that of market orientation suffer from weaknesses.

Originality/value

This paper provides further validation for a market orientation model and unveils some of its weaknesses and strengths.

Details

European Journal of Marketing, vol. 41 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 November 2002

Evelyn Winston and Kofi Q. Dadzie

In this article, the authors examine the incidence of market orientation of Nigerian and Kenyan firms by focusing on the role of top managers. It is argued that top…

1339

Abstract

In this article, the authors examine the incidence of market orientation of Nigerian and Kenyan firms by focusing on the role of top managers. It is argued that top management’s emphasis on market orientation provides insight into how marginal conditions impact on the applicability of market orientation philosophy in sub‐Saharan African countries. The results suggest that although the level of top management’s emphasis on market orientation is only marginal in these countries, it is likely to increase with the perceived level of competition, the prevalence of a buyer’s market environment and the privatization of the firm. In addition, top managers’ emphasis on market orientation has the strongest influence on the development of market orientation after the presence of international firms and private firms. The results also suggest the importance of understanding the role of top managers in the development of market orientation in Nigeria, Kenya, and other sub‐Saharan African countries.

Details

Journal of Business & Industrial Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 November 1998

Lloyd C. Harris and Phillipa Watkins

The aim of this paper is to redress a literature imbalance through identifying, describing and analysing the impediments to the development of market orientation in the…

2391

Abstract

The aim of this paper is to redress a literature imbalance through identifying, describing and analysing the impediments to the development of market orientation in the context of small UK hotels. The paper begins with a clarification of the nature and domain of market orientation. Thereafter, extant research into the performance implications of market orientation is briefly discussed and existing research into market orientation obstacles critically summarised. The paper then introduces the findings of exploratory interviews which demonstrate that the barriers to developing market orientation for small hoteliers are vastly different from those which are conventionally forwarded. The paper culminates with a series of conclusions and implications for theorists and practitioners.

Details

International Journal of Contemporary Hospitality Management, vol. 10 no. 6
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 1 January 2005

Jolita Kurtinaitienė

The main objectives of the paper are: to analyse marketing orientation application specifics in mobile telecommunication enterprises; and to develop and test an instrument…

6042

Abstract

Purpose

The main objectives of the paper are: to analyse marketing orientation application specifics in mobile telecommunication enterprises; and to develop and test an instrument for measuring the level of marketing orientation in the enterprises of the mobile telecommunication industry.

Design/methodology/approach

The marketing orientation instrument was derived from systematic comparative analysis of the relevant marketing literature, supplemented by additional criteria relating to innovation and organizational learning. The empirical research method was expert assessment, conducted by means of online questionnaires. Correlation analysis and comparison with data from secondary sources were employed to test the validity of the procedure.

Findings

The empirical research findings confirmed positive relationships between marketing orientation, enterprise performance and learning orientation in the target industry, but not between marketing orientation and innovativeness.

Research limitations/implications

The paper reports a field study of marketing orientation in the mobile telecommunications industry in the 15 countries of the pre‐2004 European Union. After acceptance of the new members into the EU there is a need to investigate the marketing orientation of the mobile communication operators in the newly accepted EU countries.

Practical implications

The proposed marketing orientation instrument can be used to solve the issues of marketing orientation development. An enterprise is expected to achieve better performance results by improving operations related to each criterion of the measuring instrument, under conditions of constant monitoring and learning.

Originality/value

The proposed marketing orientation development instrument is supplemented with additional innovation and organizational learning criteria. The first empirical marketing orientation research was performed for mobile telecommunication enterprises in the EU and confirmed positive relations between the marketing orientation level and the performance results of the EU mobile telecommunication operators. This research presents the empirical evidence that marketing orientation positively correlates with the constant organization learning.

Details

Marketing Intelligence & Planning, vol. 23 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 February 2009

Anthony Foley and John Fahy

The purpose of this paper is to examine how conceptualising market orientation within a capabilities framework may assist in developing further understanding of the construct.

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Abstract

Purpose

The purpose of this paper is to examine how conceptualising market orientation within a capabilities framework may assist in developing further understanding of the construct.

Design/methodology/approach

Compelling issues in the market orientation literature relating to the nature of the market orientation construct, the relationship of the construct with performance, and identifying antecedents to market orientation are discussed. The capabilities perspective is explored in the context of these issues. In particular, a perspective of market orientation based on the market‐sensing capability is proposed, which may provide additional insights into the construct.

Research limitations/implications

The capabilities framework facilitates a more comprehensive approach to understanding the nature of market orientation, which captures the complex interaction of behavioural and cultural factors in the conceptualisation of the construct.

Originality/value

This paper addresses the need to examine how marketing capabilities may contribute to organisation performance.

Details

European Journal of Marketing, vol. 43 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 March 1996

Lloyd C. Harris

The 1990s have seen a flurry of academic and practitioner interest in market orientation as a business philosophy. However, despite theoretical advances in models of market

3137

Abstract

The 1990s have seen a flurry of academic and practitioner interest in market orientation as a business philosophy. However, despite theoretical advances in models of market orientation, the development of market orientation still remains a significant problem for executives. Critically reviews the Jaworski and Kohli model of market orientation. Reviews Jaworski and Kohli’s consequences and antecedents to market orientation, develops managerial implications and forwards a management agenda.

Details

Management Decision, vol. 34 no. 2
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 4 April 2008

N. Gladson Nwokah

The aim of this paper is to examine the extent to which market orientation impacts the business performance of an organization.

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Abstract

Purpose

The aim of this paper is to examine the extent to which market orientation impacts the business performance of an organization.

Design/methodology/approach

While much empirical work has centered on market orientation, the generalizability of its impact on the performance of food and beverages organizations in the Nigerian context has been under‐researched. The commentary adopts a triangulation approach by examining the theoretical and researched issues on market orientation and their influence on the business performance of food and beverages organizations in Nigeria.

Findings

The commentary validates earlier instruments but does not find any strong association between market orientation and business performance in the Nigerian context using food and beverages organizations. The reasons underlying the weak relationship between the market orientation and business performance of food and beverages organizations include government policies, new product development, diversification, innovation and devaluation of the Nigerian currency.

Research limitations/implications

One important contribution of this paper is that market orientation leads to business performance through some moderating variables. The commentary recommends that the Nigerian Government should ensure a stable economy and implement economic policies that will enhance existing business development in the country. Also, organizations should have performance measurement systems to detect the impact of investment on market orientation with the aim of learning how the organizations work.

Originality/value

The paper significantly refines the body of knowledge concerning the impact of market orientation on the performance of organizations, and thereby offers a model of market orientation and business performance in the Nigerian context for marketing scholars and practitioners. This model will, no doubt, contribute to the body of existing literature on market orientation.

Details

European Journal of Marketing, vol. 42 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 October 2002

Chiquan Guo

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…

6649

Abstract

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.

Details

European Journal of Marketing, vol. 36 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 8 November 2021

Bahrun Borahima, Noermijati Noermijati, Djumilah Hadiwidjojo and Ainur Rofiq

Regardless of its relevance for economic development, the influence of strategic orientation by innovation orientation, and strategic marketing by marketing capability on…

Abstract

Regardless of its relevance for economic development, the influence of strategic orientation by innovation orientation, and strategic marketing by marketing capability on firm performance, this interesting study focused on firms with strategic industries (defense and security) in Indonesia. It approached the gap in three ways. Initially, the examination was conducted on the role of innovation orientation, marketing capability, the interaction of innovation orientation and marketing capability on firm performance. The next step was considering the contribution of state-owned enterprise (SOE) and non-SOE. Finally, this relationship was studied in strategic industries of firms in Indonesia. The firm performance in this study, which we chose, was operational performance. The proposed conceptual model would be tested by distributing questionnaires to 41 firms in Indonesia. This study gave insight into the matters, which should be the companies’ focus, to improve their operations’ performance. By using PLS-based structural equation modeling (SEM) analysis, the results of the relationship between innovation orientation, marketing capability, and the interaction between innovation orientation and marketing capability on operational performance were identified. The findings could be clarified via the variations in the characteristics of enterprises (SOE and non-SOE). Moreover, there were clear variations in the findings, which were recognized among the firms’ relatively different characteristics. The main finding was a challenge to generalize the relationship from strategic orientation and strategic marketing to performance. The results of firm characteristics also had considerable managerial relevance. The authors recommend strategic industries (defense and security) in Indonesia in achieving operational performance excellence. Management’s importance is paying attention to the relationship between innovation orientation, marketing capability, and dynamic capability in running a company organization.

Details

Environmental, Social, and Governance Perspectives on Economic Development in Asia
Type: Book
ISBN: 978-1-80117-895-2

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