Market Orientation Of Companies Research Articles

국내 항공기 제조 기업의 시장역량이 시장지향성과 지속가능 경쟁우위에 미치는 영향: 협력업체 유통정보에 초점을 둔 시장지향성의 매개효과

The effects of market capabilities and market orientation of organizations have been extensively discussed and empirically examined in the process of explaining sustainable competitive advantage. Previous studies have found the positive effects of market capabilities and market orientation on various organizational outcomes, including sustainable competitive advantage. However, these relationships have not been discussed in one of the most advanced technology industries, the aircraft manufacturing industry. This study aimed to empirically analyze the effect of the market capabilities of aircraft manufacturers located in Busan and western Gyeongsangnam-do in Korea on market orientation and sustainable competitive advantage. In addition, this study examined the mediating effect of market orientation on the relationship between the market capabilities and sustainable competitive advantage. Based on previous studies on marketing strategy, this study included competitor orientation, customer orientation, intelligence generation, intelligence dissemination, and intelligence responsiveness as sub-variables of the market capabilities of aircraft manufacturers. The data were collected from a total of 454 employees through questionnaires and empirical analyses were conducted. The results of analyzing the validity and reliability of all variables were confirmed to meet the standard. As a result of the analyses, it was found that all five sub-variables of market capabilities of aircraft manufacturers have a positive effect on market orientation. That is, when the levels of competitor orientation, customer orientation, intelligence generation, intelligence dissemination, and intelligence responsiveness were increased, the level of market orientation was also increased. It was also found that sub-variables of market capabilities except for intelligence generation had a positive effect on sustainable competitive advantage. When the level of competitor orientation, customer orientation, intelligence disseminations, and intelligence responsiveness were increased, the level of sustainable competitive advantage of organizations was also increased. However, it was found that the level of intelligence generation of the organizations had no statistically significant relationship with the level of sustainable competitive advantage of organizations. Finally, it was found that the market orientation of aircraft manufacturers has a positive effect on sustainable competitive advantage, and mediates the relationship between the market capabilities of aircraft manufacturers and sustainable competitive advantage. That is, as the market capabilities of aircraft manufacturers such as competitor orientation, customer orientation, intelligence dissemination, and intelligence responsiveness were increased, the level of market orientation of aircraft manufacturers was also increased, and in turn, the level of sustainable competitive advantage was also increased. The results of this study have theoretical implications in that they provide evidences the relationship between competitor orientation, customer orientation, intelligence generation, dissemination, and responsiveness, market orientation, and sustainable competitive advantage of aircraft manufacturers. The results of this study are somewhat consistent with those of previous studies which have been conducted in other industries. Therefore, the results of this study contribute to reinforce the role of market capabilities and market orientation in explaining sustainable competitive advantage of companies. In addition, the results of this study have implications for distribution studies in that market capabilities and market orientation of companies are related to the distribution strategy or channel-related competency and the activities on distribution information of the partner companies. The results of this study confirming the effect of market capability and market orientation on a company

Market orientation in service clusters and its effect on the marketing performance of SMEs

PurposeThis paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect that the cluster can have on both the market orientation of clustered companies and their marketing performance and to furthermore evaluate the effect of the market orientation of companies in the cluster on their marketing performance.Design/methodology/approachThis research used executive-level data that were obtained by carrying out a survey involving a unique dataset of 133 Colombian health-related businesses located in the city of Cali (Colombia) in 2014. A system of equations was modeled using SMART PLS. This analysis was complemented by a qualitative study that involved conducting in-depth interviews in six companies.FindingsThe results showed that, among the SMEs, membership in an urban services cluster did not significantly influence marketing performance or the implementation of marketing orientation practices. No differences were observed in internal managerial practices implemented between companies that were co-located and isolated. However, a higher level of competitor orientation was associated with greater marketing performance. Given the verified absence of moderating and mediating effects, our work provides a reasonable basis for proposing future research and practical recommendations.Originality/valueWhile research has demonstrated the relationship between a company's market orientation and marketing performance, this type of analysis has not been carried out on service SMEs in geographic concentrations or clusters.

The difference of managerial approach in more or less design-oriented companies

While the market orientation of companies has been thoroughly analysed, a review of the marketing literature indicates that there is significantly less research on Design Orientation, and especially on their relationship. This paper analyzes the variables of Design and Market Orientation on the basis of existing models and develops the measurement instrument for future research. The study also investigates the impact of managerial approach on the exploitation of design resources in the company. Two hypotheses are developed: the first on the DO-MO relationship, acknowledging the multiple dimensions of Design Orientation and the second on the difference in managerial approach between more and less design-oriented companies. The first, qualitative stage of the research served to re-examine the research constructs and variables, while an Internet survey was used in the second, quantitative stage, among managers and CEOs from Croatian companies. The design dimensions in our final model represented intermediaries between Market Orientation, managerial approach, and market outcomes. Results confirm that managers in non-design oriented companies differ from those in design-oriented companies by perceived design value. Managers’ and CEOs’ awareness of design, its value and potentials, are of great importance for design implementation and Design Orientation of a company as a whole, especially in SMEs. Managerial approach, according to results, has a direct effect on Design Orientation, but it also influences Market Orientation, both directly and indirectly, as well as business success. Findings of this study can have implications for scholars, as well as for managers in practice, especially in emerging economies, which lack research in Design Orientation. Future research should be expanded to other countries in the region.

Outlining direct marketing features of companies applying this approach when measuring their market orientation

Relevance of research topic. The need of gathering of information and its analysis plays a crucial role when it is question about satisfying customer better than competitors. Planning and coordinating the company’s activities according to customer’s requirements in order to achieve long-term success are important themes commented and present in the article. Analysis of recent research and publications. The existing literature in the field of the direct marketing was analyzed on issues of Direct Marketing definition, communicating on individual level, a long-term relationship approach, keeping and analyzing the information related to the customer’s reaction. Setting the task, the purpose of the study.Presenting a newly developed methodology of outlining direct marketing features of companies applying this approach, this article aims to offer a tool to distinguish these companies when evaluating their level of market orientation. Method or methodology for conducting research.The data has been collected by an Internet online survey. The market orientation of the companies is measured by the scale MARKOR. Presentation of the main material (results of work). This article represents one of the stages of a study taken in Bulgaria in 2018 aiming to evaluate the level of market orientation of companies applying direct marketing approach related to the interaction between the customer and the company, and aimed to collection, processing, presence, maintaining and storage of actual information. The respondents are companies operating on the Bulgarian market which actively apply direct marketing approach. The process of differentiating the companies passes through two consecutive and interrelated phases. The first phase aims to outline the direct marketing activities by checking if several of them are present and applied by the company. The second phase consists of analyzing the specifics of each activity. The set of questions to the respondents within the both phases is substantiated in the study according to the direct marketing approach. Conclusions according to the article. In Bulgarian companies the direct marketing and its application is guided by the principles of maintaining the information actual for customers; monitoring, recording and analyzing the customer’s response; developing different proposals for different clients based on their value for the company.

MARKET ORIENTATION PADA PT GUNUNG HIJAU MASARANG BERDASARKAN SKALA MARKOR

This study aims to know the Market Orientation (market intelligence, market intelligence dissemination, responsiveness of market intelligence). This research was conducted for three months from May until July 2017. The data used are primary data which is quantified by using Likert scale. The data taken by using survey method and use questioner to be distributed to 6 respondents in company. Questionnaires are used to identify market intelligence, market intelligence spread, responsiveness to market intelligence. Based on the results of research conducted at PT Gunung Hijau Masarang, the company's market orientation value was 67.29 percent. The company's market intelligence carried out customer service activities to know the consumer's response to the product. In the Market Intelligence Spread, Company companies understoodmarket integrations such as informally discussing competitor strategies, formal and informal discussions of needs. Whereas in the responsiveness of market intelligence the Company understood market orientation towards the response to market integrity. The company received complaints such as if there is a defectiveproduct, a change of packaging This is an opportunity for the company to correct the performance of the company as well as the service system like this makes it easier to encourage companies to more sharply looked at consumer needs.*jnkd*.

소상공인 및 소기업의 시장지향성과 학습지향성이 기업성과에 미치는 영향 - 조직 몰입의 매개효과 중심으로

본 연구는 소상공인기업 및 소기업을 대상으로 기업이 지속적으로 성장하기 위해 필요한 두 핵심요인인 시장지향성과 학습지향성이 기업의 성과에 어떠한 영향을 미치는 지를 실증연구 하였다. 또한 소상공인기업 및 소기업과 같은 작은 기업일수록 구성원들의 조직몰입이 기업의 성과에 많은 영향을 미칠 것으로 판단, 이에 본 연구에서는 연구의 차별화된 요소로 기업의 시장지향성과 학습지향성이 기업의 성과에 미치는 영향에서 조직몰입의 매개효과를 중점적으로 살펴보았다. 연구결과, 작은 기업에서도 시장지향성과 학습지향성은 기업의 성과에 중요한 영향을 있음을 밝혀내었다. 조직몰입이 부분적으로 매개효과를 보이는 것으로도 검증되었다. 결론적으로 작은 기업이 성장하기 위한 전제조건으로 기업이 시장지향성과 학습지향적인 조직을 만들어 나가야 함과 동시에 모든 조직원이 조직에 대한 애착관계를 가질 수 있도록 노력해야 한다는 것을 알 수 있다. 이러한 연구 결과는 창업을 준비하는 개인과 기존의 창업자뿐만 아니라 창업관련 담당자들에게도 기초자료로서 도움을 줄 것으로 예상된다. In This Study, we Analyze how the Market Orientation and Learning Orientation that can be Regarded as the Two core Factors of Small Business, Necessary for Companies to Grow Continuously Influence on Corporate Performance. This is an Empirical Study on the Influence of them. Small Companies have a Greater Impact on the Survival and Growth of Organization Commitment I Experienced that. In this Study, we Focused on the Mediating Effect of Organization Commitment when the Company's Market Orientation and Learning Orientation Influenced on the Corporate Performance as a Differentiated Element of Research. Research results have Revealed that Surprisingly, Small Companies Market Orientation and Influence on Corporate Performance. This is an Empirical Study on the Influence of them. Small Companies have a Greater Impact on the Survival and Growth of Organization Commitment I Experienced that. In this Study, we Focused on the Mediating effect of Organization Commitment when the Company's Market Orientation and Learning Orientation Influenced on the Corporate Performance as a Differentiated Element of Research. Research results have Revealed that Surprisingly, Small Companies Market Orientation and Learning Orientation had a Significant Influence on Corporate Performance. It was also Verified that Organization Commitment had Partially Mediated Effects. In Conclusion, as a Prerequisite for Small Enterprises to grow, we have to Create Market Oriented and Learning Oriented Organization and at the same time we should Strive to Ensure that all Organization Members have Attachment Relationships with their Organization. It is Understood that it must be. The Results of these Studies will be Helpful for not only Individuals who Prepare for Founding and Founded but also Start-up Related Officials.

The effects of national culture on market orientation: conceptual framework and research propositions

Significant research has focused on the market orientation concept and its antecedents in recent years. Nevertheless, the market orientation research provides little information concerning the effects of national cultural values on the market orientation of companies. The conceptual framework presented in this manuscript contributes to the extant literature in international business by investigating the role of national cultural values as factors that shape and modify an organization’s market orientation through its organizational culture. Specifically, using Schwartz’s cultural value dimensions, the authors present a set of propositions regarding the effects of national culture on the internalization of market-oriented values and norms, which in turn positively affect the implementation of market-oriented behaviors. Based on these propositions, implications for practice and future research are discussed. Published by Elsevier Ltd.

LEVEL OF MARKET ORIENTATION AMONG CROATIAN BEVERAGE PRODUCERS AND DISTRIBUTORS

Market orientation has been a topic of an academic research interest for many years. It has been broadly acknowledged that market orientation is strongly associated with business performance. However, past studies often found that majority of the companies did not apply marketing concept to the full extent. The purpose of this paper is to investigate a level of market orientation of companies that produce and distribute beverage products on the Croatian market. Starting from the assumption that marketing conception and marketing orientation of a company represents a fundamental concept for making „better“ products and delivering a superior value offering aimed at needs of the target segments and thus is a critical part of competitive capabilities and a generator of advantage on market, in a hypothesis made for the purpose of empirical research authors tried to specifically find out the degree in which market orientation contributes toward competitive performance in the sector and following that to find out which is the dominant generic competitive strategy and which are the most effective components of marketing strategies employed in the sector. Research has been conducted on the sample of managers working in marketing & sales or as CEOs in companies that produce and distribute beverage products. Research resulted with a wealth of data describing selected elements and degree of market orientation as well as most frequent elements of dominant marketing strategies employed throughout the sector. The results of research are even more interesting as the beverage producing and distributing sector is at present time under strong competitive pressure as a result of several major market trends: (1) consumer segments becoming more heterogeneous, (2) growth of retail market concentration and thus rise of power of leading retail chains in the channels of distribution which resulted with the shift of control over marketing mix, and (3) more intensive value offering as a result of growing marketing capabilities of domestic producers and further market penetration of world’s most famous beverage brands. Therefore, this paper represents valuable scientific addition to the marketing knowledge and could prove to be useful in further analysis and development of competitive capabilities based on efficient marketing strategies.

The effects of national culture on market orientation: Conceptual framework and research propositions

Significant research has focused on the market orientation concept and its antecedents in recent years. Nevertheless, the market orientation research provides little information concerning the effects of national cultural values on the market orientation of companies. The conceptual framework presented in this manuscript contributes to the extant literature in international business by investigating the role of national cultural values as factors that shape and modify an organization's market orientation through its organizational culture. Specifically, using Schwartz's cultural value dimensions, the authors present a set of propositions regarding the effects of national culture on the internalization of market-oriented values and norms, which in turn positively affect the implementation of market-oriented behaviors. Based on these propositions, implications for practice and future research are discussed.

Market orientation and business performance

The market orientation concept has received increasing research attention, although the vast majority of published work has focused on organizations based in western countries, especially in the USA. Given the importance of globalization, this western focus limits our understanding of the concept in global markets. The purpose of this study is to examine how the context of country/economy affects: levels of market orientation; and the strength of linkages between a company's market orientation and its business performance. Data were collected through a survey of firms in both mainland China and Hong Kong. These two economies were selected because they have similarities in cultural dimensions on the one hand, and differences in economic dimensions on the other. While the results suggest that the proposed conceptual model does generalize to a Chinese context, they also show that the country/economic context influences the impact of market orientation on business performance. However, contrary to our prediction, the country/economic context does not appear to affect the levels of market orientation. The implications of our findings are discussed and the limitations of the study as well as future research directions are also addressed.