Antecedents Of Market Orientation Research Articles

The impact of product features on market orientation in technology-based new ventures

Little is known about the role of product features in shaping market orientation as most research focuses on organizational features, such as interdepartmental connectedness, centralization in the strategy formation process, and the nature of top management teams. In this study we draw on the theory of resource orchestration and hypothesize that the protect-ability and the scalability of new products relate positively to market orientation in technology-based new ventures. We also predict that the entrepreneurial experience of founders interacts positively with these product features in driving market orientation strategies. On the basis of original field data from 156 technology-based startups, we find support for the positive relationship between product features and market orientation and the proposed interaction. These findings contribute to the ongoing research on the antecedents of market orientation by showing how founders’ experience and product features shape the resource orchestration process within technology-based new ventures.

Antecedents of Market Orientation of Entrepreneurs in India: A Quantitative Study

"Market orientation"  is now a crucial idea in the field of entrepreneurship, emphasizing the significance of understanding and responding to market dynamics to achieve business success. Entrepreneurs who possess good "market orientation"  can identify customer needs, effectively compete with rivals, and coordinate internal activities to give service of great meaning to clients. In the context of India, a country known for its vibrant entrepreneurial ecosystem and rapidly evolving markets, understanding the precursors of "market orientation" in  entrepreneurship becomes particularly pertinent. This study aims to look into the "antecedents of market orientation" among  entrepreneurs in India. By exploring the antecedents of market orientation, this research aims to contribute to the existing literature on entrepreneurship and provide insights into the factors that drive entrepreneurs in India to adopt market-oriented strategies. The inferences of this study will help policymakers and aspiring entrepreneurs in understanding the importance of "market orientation” and its potential influence on performance.

Antecedents of Market Orientation and its impact on Customer-Oriented Behavior: the moderating role of Job Satisfaction for Health care Professionals: A comparison of Public and Private Hospitals

Purpose– The purpose of this study is to develop and test a model for Customer-oriented-behavior and Market-orientation that is based on Professionalism, Rewards, and Job-satisfaction.
 Design/methodology/approach – It was an empirical study that measured the hypothesized relationship among variables of research interest. By using a convenient sampling technique, data were collected from healthcare professionals of Pakistan.
 Findings – The results obtained have provided a cause-effect relationship of professionalism and rewards with Market-orientation concerning Customer-oriented-behavior of health professionals and personnel. A significant impact of variables: professionalism and rewards on market orientation and positive relationships of market- orientation with job satisfaction and customer-oriented behavior were observed.
 Research limitations/implications – The size of the sample used for the study may not allow the generalization of results. However, the study has motivated the author to increase the size of the sample for exploring the phenomenon in more detail.
 Practical implications – Health professionals and personnel require a comprehensive market orientation regarding how to satisfy their customers; this study has provided some sort of management in that perspective which may help businesses to lessen distance from their potential customers.

Family culture and organisational systems as antecedents of market orientation and performance among family wineries

PurposeThis study aims to investigate the relationship between organizational systems, market orientation, family culture and the long-term business performance of family businesses in the wine sector in three countries.Design/methodology/approachA survey by questionnaire was undertaken with 123 wineries in Australia, Germany and Italy. Multiple-item measurement scales and multiple regression models were used to investigate mediation effects.FindingsThe findings indicate a marked influence of organizational systems and family culture on financial performance. Market orientation fully mediates the effect of family culture and partially mediates the effect of organizational systems on financial performance.Practical implicationsFrom a managerial perspective, this research indicates the central role of family culture when evaluating a firm’s capabilities and potential in the long term. The findings and their implications are of immediate concern for family firms in the wine sector.Originality/valueFor the first time, the antecedents of market orientation are investigated through simultaneous application of two key frameworks from marketing research and family business research in a single joint analysis.

Antecedents of market orientation: marketing CEOs, CMOs, and top management team marketing experience

While market orientation has been extensively studied, there is a dearth of research that empirically explores its antecedents, particularly those related to top management emphasis. This study integrates upper echelons theory and its behavioral integration perspective with the market orientation literature, to empirically investigate the impact of marketing representation in the top management team (TMT)—through CMO presence, and marketing experience of the CEO and the TMT—on market orientation. The results show that appointing a CEO with a marketing background is directly associated with increasing market orientation in the firm. While CMO presence is also hypothesized to make firms more market-oriented, such an effect is observed only at relatively high levels of marketing experience in the rest of the TMT. The study’s results have important theoretical and practical implications for the market orientation, marketing organization, and TMT research streams.

The antecedents of market orientation and its effect on customer satisfaction and service quality: The case of Hungarian municipal public service provisions

The perceived level of public service quality and customer satisfaction may be improved by the customer-oriented behaviour of the service provider. The desired external orientation of public service provision requires marketing based modelling. In order to measure the market orientation of the municipal service provision companies and to test the casual relationships proposed by the research model the survey method is employed. The sample is analysed by confirmatory principal component analysis and relationships are tested by linear regression analysis as well as correlation analyses. According to the results of this study market orientation plays a significant role in public sector by positively influencing customer satisfaction and service quality. There is evidence that intelligence gathering by front line employees and response action elaboration play crucial roles in the service provision, which points on the importance of staff. Findings also suggest that in the municipal service provision of Hungary the market orientation is highly supported by the commitment of staff and team spirit, while market turbulence, political influence and organizational conflict have reverse impacts. The findings also show that the salient internal antecedent factor of market orientation is interdepartmental connectedness rather than top managements’ emphasis. Based on the study it is to conclude that the focus on political initiatives by the management of the public service providers generates performance loss in customers’ dimensions.

Impediments to market orientation

Purpose– This study was undertaken to explore obstacles to market orientation in the retail small- and medium-sized retail enterprises (SME) sector of the United Arab Emirates (UAE), a rapidly growing economy in the Gulf region. The paper aims to discuss these issues.Design/methodology/approach– The study used a triangulation data collection approach, including a case study, participant observation, and a questionnaire-based survey. Five research hypotheses were developed on context-specific impediments to market orientation, identified by means of in-depth interviews with owners/operators of SMEs, their channel partners and customers, and were tested with survey data.Findings– The study revealed a weak market orientation among UAE-based retail SMEs. An undifferentiated competition, limited resource infrastructure, and a short-term planning horizon occurred as the major impediments to the development and implementation of a market orientation. SMEs that preferred to maintain the status quo, and those who perceived UAE ' s commercial environment as lenient and pro-business, also expressed a lack of interest in the marketing concept and market orientation as a competitive strategy.Research limitations/implications– The study supports the contention that social-structural conditions and business practices can create formidable barriers to a market orientation in emerging markets. The findings call for shifting the current research focus from intra-organizational antecedents of market orientation to context-specific factors that may impede or facilitate market orientation.Originality/value– The study unravels a unique set of impediments to market orientation in UAE ' s retail sector and thus contributes to the ongoing interest of marketing scholars in expanding the range of possible antecedents of a market orientation. The findings of this study should be of special interest to foreign business firms aspiring to enter the growing retail sector of UAE and other emerging markets in the Gulf region.

Integrated Framework of Antecedents and Effects of Market Orientation

Earlier research concerning market orientation-related issues focuses on conceptualization of market orientation and its ingredients; various antecedents of market orientation; and impact of market orientation on firm’s entrepreneurial orientation, strategies, innovativeness and performance. This article is a descriptive and qualitative review of earlier research concerning all these issues. It also discusses the mediators and moderators that affect relationship between market orientation and firm’s performance. This article provides the holistic picture of what it means to be market oriented, what needs to be done to be better in market orientation and how market orientation affects firm’s performance. The article summarizes the propositions that emerged from the extensive review of literature, followed by the presentation of a proposed integrated framework of antecedents and effects of market orientation with its likely implications. These propositions and the proposed integrated framework provide a concrete base for carrying out future research studies. Thus, this article is significant value addition to the body of knowledge. Review of earlier research established that there exists a positive, significant and robust link between market orientation and firm performance. The review also indicates that market orientation has positive associations with an organization’s innovativeness and orientation mediated by innovation creates superior performance of a firm. The review also states that in earlier research, it has been found that there exists a close association between market orientation and entrepreneurial orientation as well as between market orientation and marketing planning/operational marketing strategies. Developing and improving on a firm’s market orientation may make a firm’s capabilities become more distinctive over the long run, resulting in sustainable competitive advantage.

Antecedents of market orientation in semi-public service organizations: a study of Dutch housing associations

The purpose of this study is to explain which factors affect the market orientation of semi-public service organizations in their transition from public to private. Change capacity and interdepartmental and organizational system factors are hypothesized to affect market orientation, which is operationalized in behavioural and cultural dimensions. Results of a survey among top-level executives of Dutch housing associations show that interdepartmental and organizational system factors have a significant effect. The most important antecedents, however, are two change capacity factors: process improvement control and top management emphasis. This suggests that change capacity is crucial for understanding market orientation in many service industries.

Market Orientation: Journey from Antecedents to Business Performance in a Developing Economy A Case-Study of Botswana’s Small and Medium Size Manufacturing Firms

This paper aims to investigate the link between antecedents of market orientation and performance of Botswana’s Small and Medium sized Manufacturing Firms. This study is primarily centered on empirically investigating two issues : test the applicability of MARKOR Scale ( A widely used market orientation measure developed by Kholi and Jaworski (1990) ,amongst Botswana’s small and medium sized manufacturing firms, and investigating the factors (Antecedents) influencing the Botswana’s manufacturing firms Performance. This study’s participants are proposed to be owner managers from 160 small and medium sized manufacturing firms in Botswana. Regression analysis would be employed to analyze the data collected and it is envisaged that there would be a significant link between antecedents of market orientation and the manufacturing firm’s performance. In almost all previous studies in this field, the primary emphasis has focused on the market orientation of manufacturing firms in developed economies, with acute paucity of such research in developing economies. Hence, this conceptual paper contributes to the extant literature by changing the research direction and studying Market orientation (MO) in manufacturing firms in developing economies. In addition, this paper provides owner managers with a more understandable guide to specific market oriented activities.

기업가적 시장지향성과 조직유효성·경영성과 간에 혁신성·고객지향성의 매개효과

본 연구는 기업가지향성, 시장지향성, 혁신성, 고객지향성 간의 인과관계와 경영성과에 미치는 영향을 살펴보고자, 기업가 시장지향성과 조직유효성 경영성과 간에 나타나는 혁신성과 고객지향성의 매개효과를 실증 분석하였다. 중소기업 임직원들로부터 받은 설문지 419부를 분석한 결과, 첫째, 기업가지향성이 시장지향성의 선행변수임이 검정되었다. 둘째, 시장지향성이 기업가지향성과 혁신성 고객지향성 간에 매개역할을 하는 것으로 나타났다. 셋째, 기업가적 시장지향성이 혁신성과 고객지향성에 긍정적인 영향을 나타냈다. 넷째, 혁신성과 고객지향성이 조직유효성과 경영성과에 긍정적인 영향을 나타냈다. 다섯째, 본 연구의 핵심이라 할 수 있는 혁신성과 고객지향성이 기업가적 시장지향성과 조직유효성 경영성과 간에 매개효과를 보였다. 이와 같은 본 연구결과는 중소기업 경영에 있어서, 기업가지향성, 시장지향성, 혁신성, 고객지향성과 같은 조직특성의 중요성을 제기함으로써, 이러한 기업문화를 조성하고 이를 고조시킬 수 있는 경영진의 리더십이 중요함을 인식시킬 수 있는 시사점을 제공할 것이다. In this study, the mediated effect of innovativeness and customer orientation among entrepreneurial market orientation, organizational effectiveness and business performance. For this, a statistical analysis for 419 copies of questionnaires collected from small and medium sized companies. As a result of analysis, first, entrepreneurial orientation was verified to be antecedents of market orientation. Second, it was identified that market orientation played a mediating role among entrepreneurial orientation, innovativeness and customer orientation. Third, entrepreneurial market orientation had positive effect on innovativeness and customer orientation. Fourth, innovativeness and customer orientation had positive effect on organizational effectiveness and business performance. Fifth, innovativeness and customer orientation, the core of this study; had the mediated effect among entrepreneurial market orientation, organizational effectiveness and business performance.

Antecedents of market orientation in the microfinance industry of Pakistan

The performance of microfinance providers in Pakistan is very weak whereas market orientation has been found to significantly influence performance of firms in the general business field. This study attempted to identify those factors (antecedents) that determine the level of market orientation of microfinance providers in Pakistan. The results of the study indicated that top management emphasis on market orientation and formalization had significant effects on the level of market orientation of microfinance institutions. This suggests that for a microfinance institution to be market oriented, it needs commitment and reinforcement from the top management to motivate employees at the lower level to be sensitive and responsive to the changing borrowers’ needs and preferences. Further, policies, rules and regulations need to be in accordance with the market situations. Key words: Market orientation, antecedents, Pakistan, microfinance, sustainability.

Antecedents of Market Orientation and its Impact on Customer Oriented Behavior: Moderating Role of Job Satisfaction for Health Care Professionals

Purpose - This study develops and tests a model of Customer oriented behavior and Market orientation based on Professionalism, rewards and job satisfaction. Design/methodology/approach - It was a quantitative study that measures, the hypothesized relationship of above stated variables. The model was tested empirically in Pakistan, using convenient sampling approach for data collection. The service sector is selected for our survey, and health professionals were our respondents. Findings - Our findings provide an insight into the effect of professionalism and rewards on market orientation as well as impact of market orientation on customer oriented behavior of health employees. The results indicate that professionalism and rewards have significant impact on market orientation. But rewards have more strong impact than professionalism. On the other hand Market orientation is positive related with job satisfaction and customer oriented behavior. But the moderating role of job satisfaction to the relation of market orientation and customer oriented behavior is not proved significant. Research limitations/implications - This study involved only one service industry (health sector) and with small sample. However the model and relationship described in this study can be replicated in other settings or on longitudinal bases. Practical implications - By using our results and implication, health sector may be able to well mange the service providers and the market orientation of their employees in order to satisfy their customers.

The Effect of Management Leadership Style on Marketing Orientation, Service Quality, and Financial Results: A Cross-Cultural Study

ABSTRACT The significance of customer and market orientation has been closely examined in the marketing and management literature. Recent research has focused on how to assess the antecedents of market orientation and the effect of market orientation on business performance via various mediating and situational variables. The present study investigates the impact of management leadership style on market orientation and collaboration between the management and the employees. Their effects on business performance are also scrutinized. The study was conducted on a sample of managers in Taiwan and the United States. A cross-country comparison yields many interesting findings and important managerial implications, as well as future research directions.

Antecedents of Market Orientation: A Cross-Cultural Comparison

The authors examine the effect of national culture on the relationship between market orientation and selected managerial antecedents. They develop and test a theoretical framework with samples from Germany, Thailand, and Indonesia. The findings suggest that national culture has an impact on the effects of antecedents in some cases, whereas in other situations, culture-independent relationships emerge.

Organisational antecedents of market orientation in the public university system

PurposeOver recent years, the new public management system has made significant inroads in Spain, and brought about considerable change. This study seeks to analyse the application of market orientation theories in the context of the Spanish public university. More specifically, the paper aims to study the causal relationship between organisational factors which characterise University departments and the level of market orientation adopted by their teaching staff.Design/methodology/approachConsidering the particularities of this context an exhaustive process is followed to develop the appropriate scales to measure the different constructs studied; then the psychometric properties of these scales are checked and structural equation models applied to analyse the causal relationship between the level of market orientation adopted by the teachers and their antecedent factors.FindingsThe results of the study allow one to identify and confirm that several factors significantly condition the level of market orientation adopted by the University staff in their activities of teaching, research and cultural diffusion.Research limitations/implicationsThe analysis is centred on the case of the Spanish public University system.Practical implicationsUniversity managers should take measures to increase the market orientation of departments. It is necessary to improve knowledge of society's needs, to develop an atmosphere of cohesion and an incentive system that motivates market‐oriented behaviours.Originality/valueIn this paper the market orientation concept is applied to a public service such as the University. The particular characteristics of this context called for an ad hoc re‐adaptation of the concept. Specifically, the design of the scale and its contents had to take into account the plurality of the higher education beneficiaries (students, companies, the administration, society), the three‐fold objectives of the teaching staff (teaching, research, and cultural diffusion) and the particularities of University departments.

Market orientation in Nordic banks: does nationality matter?

Neither market orientation nor the possible link to performance is easily achieved and in various countries companies may organize differently to cope with the information‐processing and customer‐responding challenges. Nationwide surveys in banks in Denmark, Finland, Norway, and Sweden indicate that a path to performance involves innovations such as “supported empowerment” though there are differences in the antecedents of market orientation. Thus the most distinct Scandinavian ways to improvements may be found in Sweden. Especially Swedish banks and to a lesser extent Finnish banks are upfront in their use of “the technology of customer‐focusing”. Nevertheless, the overall analyses based on rigorous structural equation modeling lead to the estimation of a model reflecting causal relationships which seem to be independent of nationality.

Market Orientation and New Product Development in Global Industrial Firms

The purpose of this article is to evaluate the impact that market orientation has on new product success in a cross-national context. In a six-country study, two aspects of market orientation—market intelligence and customer orientation—were examined relative to traditional determinants of new product success. Antecedents of market orientation are also investigated. The results generally support the importance of market orientation to new product success. Market intelligence was found to be the most critical skill required regardless of country of origin, followed in most cases by customer orientation. Technical skills played a larger role in product success for more export-oriented economies such as Korea. In terms of antecedents, the most important organizational characteristic for developing a market orientation is cross-functional integration. Managerial implications are drawn concerning the findings.