Study of market orientation intelligence generation and organizational variable

Abstract

Purpose – The purpose of this paper is to establish the relationship of Marketing Orientation Intelligence Generation (MOIG) with five internal organizational variables, namely, Transformational Leadership Articulating a Vision (TLAV), Organizational Change (OC), Leader Monitoring (LM), Creative Process Engagement Problem Identification (CPEPI) and Organizational Support for Innovation (OSI). Design/methodology/approach – Responses of 403 middle- and junior-level managers were gathered. The sample was drawn from different industries representing both Indian manufacturing and services sector. The five antecedent variables were identified from literature to relate with MOIG. The variables were measured by using closed-ended structured questionnaire. The data were analyzed using SPSS 20 for descriptive statistics and AMOS 18 for structured equation modeling (SEM). Findings – The results of the study indicated that the exogenous variables were TLAV, OC and LM. The intervening variables were CPEPI and OSI. The...