Dimensions Of Market Orientation Research Articles

The Moderating Role of Ownership Type in the Relationship between Market Orientation and Supply Chain Integration in E-Business in China

Integrating supply chain processes in e-business in emerging and transitional economies has elicited considerable attention from practitioners and researchers. Based on the theory of market orientation and the institution-based perspective, this study investigates the effect of market orientation on supply chain integration (SCI) in e-business and examines the moderating role of ownership type in the relationships between market orientation and SCI in China. The results of a survey of 229 firms suggest that the dimensions of market orientation have different effects on the supply and the demand process integration in e-business. In addition, ownership type moderates the relationships between market orientation and SCI. Implications and suggestions for future research are also discussed.

The role of perceived market orientation in the higher education sector

The purpose of this paper is to examine the relationship between perceived market orientation, satisfaction, loyalty, and post-enrolment communication behaviour in the higher education context. 258 questionnaires were completed by undergraduate students of a particular university in Australia. Perceived market orientation (PMO) was found to be significantly related to satisfaction, loyalty, and post-enrolment communication behavior. Satisfaction was also found to perform significant mediating roles on the relationship between PMO, loyalty, and post-enrolment communication behaviour. The findings have generated relevant managerial implications as to how universities can enhance student satisfaction, loyalty, and positive word-of-mouth (WOM) through strong engagement in each dimension of market orientation.

The Market Orientation–Performance Relationship: The Empirical Link in Export Ventures

This study examines the empirical link between three dimensions of market orientation, namely, customer orientation, competitor orientation and interfunctional coordination, and overall export marketing performance in Indonesian export market ventures. The study was based on an empirical investigation of firms involved in exporting to foreign countries from Indonesia. The primary data for the study were collected from a self‐administered mail survey of 877 export market ventures from the manufacturing sector in Indonesia resulting in a sample of 109 usable responses being returned. From the application of the multiple regression analysis it was concluded that all three dimensions of market orientation had a significant impact on export marketing performance when measured via a composite measure of export marketing performance that included economic indicators, strategic indicators, and satisfaction with performance. © 2013 Wiley Periodicals, Inc.

EXPLORING THE EFFECT OF INTERNET MARKETING ORIENTATION, LEARNING ORIENTATION AND MARKET ORIENTATION ON INNOVATIVENESS AND PERFORMANCE: SME (EXPORTERS) PERSPECTIVES

This study explores the relationship between Internet Marketing Orientation, Market Orientation, Learning Orientation, Innovation Capabilities and Performance. The study also investigates the role of Internet Marketing Orientation integration in the linkage between Market Orientation-Innovativeness and Learning Orientation-Innovativeness. From an analysis of usable survey data from 101 Bumiputera SMEs-Exporters, three dimensions of Market Orientation (Customer Focus, Inter-Functional Coordination, Information Dissemination), two dimensions of Learning Orientation (Shared Knowledge, and Vision and Commitment to Learning), one dimension of Internet Marketing Orientation and one dimension of Innovation Capabilities and Performance are extracted from the factor analysis results. The results of regression analysis show that Customer Focus, Shared Knowledge and Vision, and Internet Marketing Orientation directly influenced SMEs’ Innovation Capabilities. However, Internet Marketing Orientation is more influential in developing innovation capabilities among SMEs compared to others. While, Shared Knowledge and Vision is the crucial factor in enhancing the business performance among SME (exporters). The relationship among a firm's Internet Marketing Orientation, Learning Orientation, Market Orientation and Innovation Capabilities and Performance are considered a crucial research area in developing countries. The implications for Malaysian SMEs are discussed.

The Effects of Environmental Munificence and Market Orientation Dimensions on Performance of Small Business Firms in Botswana

The significance and importance of the relationship between market orientation and environmental munificence is clearly embedded in the extant literature. There is however the acute paucity or conceptual ambiguity of such investigation in developing economies.Thus,this study aims to investigate the effects of environmental munificence and market orientation dimensions on performance of small business firms in Botswana. While there is a rich body of research on market orientation 抯 effect on business performance, much little attention has been given to the combined effects of environmental munificence and market orientation on small businesses in developing economies. To provide insights into the above inconsistencies, this study hope to generate empirical results on the combined effects of market orientation and environmental munificence on small business performance in Botswana

The Relationship Between Internal Marketing Orientation and Employee Job Satisfaction In Public Sector

The main objective of this paper was to examine the relationship between internal marketing orientation and employee job satisfaction. To accomplish such relation, three dimensions of internal marketing orientation which were internal marketing research, internal communication, and internal response have been used within this study. While, the two dimensions that measure employee job satisfaction were intrinsic satisfaction and extrinsic satisfaction. Data were gathered through a questionnaire survey of supporting staff at University Utara Malaysia. Correlation and regression analysis were used to examine the relationship between internal marketing orientation and employee job satisfaction. The result indicated that internal marketing orientation positively correlated with employee job satisfaction. The regression result revealed that only 40.9 % of the variance in job satisfaction has been significantly explained by the three dimensions of internal market orientation. Likewise, the result showed that the most influence dimension of internal marketing orientation on employee job satisfaction was internal response.

The Effects of Leadership and Market Orientation on Organizational Commitment

High performing organizations achieving the sustainable growth have attracted attention of so many researchers in strategic management. The characteristics, structures, cultures and environments of those firms have been surveyed by many researchers. Most of these researches have revealed the importance of organizational capabilities in achieving sustainable growth in those high performing organizations. In this context, this survey has emphasized the leadership, market orientation and organizational commitment as the sources of sustainable growth in high performing organizations.The survey of this study is conducted on 343 middle and senior managers of 125 high performing firms operating in manufacturing industry in Turkey, between the years of 2008-2010. Firms fulfilling the criteria that (1) being indicated in the list of “Fortune 1000 of Turkey” between the years of 1997-2007, and (2) not being undergone a loss for those 10 years, are indexed as high performing firms. The obtained data from the questionnaires are analyzed through the SPSS statistical packaged software. Factor analysis, reliability analysis, correlation and regression analyses are used to evaluate the data. Analyses results revealed that two dimensions of market orientation (customer orientation and inter functional coordination) mediate the effects of the change oriented leadership behavior on organizational commitment.

The effect of market orientation dimensions on multinational SBU's strategic performance

Purpose – The purpose of this study is to provide new insights into the link between market orientation (MO) and strategic performance by disaggregating the MO construct. With a focus on responsiveness, a crucial element of MO, this research explores antecedents as well as outcomes in the strategic business units (SBUs) of MNCs. The decision-making structure of the firm was modeled as a moderator of the link between responsiveness and performance. Design/methodology/approach – Survey data from upper level managers employed by 126 MNC SBUs representing 23 industries were collected. Findings – The key findings indicate that: responsiveness mediates the link between intelligence generation and strategic performance; responsiveness also mediates the link between resource flexibility and strategic performance; and the link between responsiveness and strategic performance is moderated by the SBU's decision-making structure (i.e. centralization). Originality/value – This study contributes to the conceptual precision of the composite construct MO, and also illustrates an avenue to increase strategic performance. Managerially, it provides managers with prescriptive suggestions for leveraging the value of the elements of MO with respect to the firm's decision-making structure.

Relative Importance of Market Orientation and Business Performance at Sepah Bank Branches in Ardabil

The main purpose of this study is surveying the relative importance of Market orientation dimensions on business performance. We determined the amount of the sample size with the used of Cochran sampling method which the statistical sample is 108 of employees at Sepah bank branches in Ardabil which have been selected through the simple random sampling method. To gathering of data, we used two questionnaires. All the reliability and validity of measures has examined. K.S test shows that all variables are normal distribution. We used Relative Importance method to analyze the research hypothesis. Findings show that all three hypotheses have confirmed. So, we can say market orientation dimensions are not equally important in explanation of business performance. Also, in the dependent variable (customer performance), coordination task has the highest priority with 42.3 percent, and in the market performance, Competitor Orientation has the highest priority with 24.7 percent, and finally, in the financial performance, Coordination Task has the highest priority with 61.8 percent. In the evaluation of market orientation relative importance in business performance; customer performance has the highest priority among other dimensions of market orientation in Sepah

English

This paper aims at developing a set of items attempting to operationalize the stakeholder orientation for higher education institutions. Stakeholder orientation is viewed as a more relevant framework for understanding and managing the external pressures exerted on universities. We hence break off with the market orientation framework which has been suggested in previous literature. The paper is based on a literature review on stakeholder orientation and market orientation. Its main outcome is that we add to the scattered literature on stakeholders in higher education, what can be seen as a departing point for the adoption of stakeholder orientation in higher education. The originality of my contribution stands through three points: (1) while a few authors have used the market orientation framework to study changes in higher education, this paper relies on the stakeholder theory to show that stakeholder orientation is more relevant for this sector because it encompasses the market orientation dimensions, and fits to the peculiarities of the above sector. (2) Based on an extensive literature review, the paper makes first paces in suggesting items for the dimensions of stakeholder orientation in higher education. (3) Going beyond competition, I find “collaboration” as an important dimension which was missing in previous strategic analysis of the higher education sector.   Key words: Higher education, stakeholder orientation, collaboration, competition, responsiveness, inter-functional coordination.

Market and Learning Orientations: Interdependence, Complementarity

This study investigates the relationship between the dimensions of Market Orientation (MO), Learning Orientation (LO) and Organizational Performance (OP) of Micro, Small and Medium Enterprises (MSMEs) in the region of Santa Maria / RS. It was conducted a survey with the voluntary participation of 83 micro, small and medium businesses of Santa Maria and its region adopting structured data collection instrument with MARKOR scale and learning orientation scale. It was developed a structural model of reference that was also estimated by PLS (Partial Least Squares) and the adoption of bootstrapping technique. The results suggest that there is a high interdependence between the dimensions of the three dimensions of MO. Thus, evidences suggest that there is a strong interdependence between the three dimensions of LO. However, the relationship between the dimensions of LO and MO are less significant. Also, results suggest the absence of significant relationship between responsiveness and OP. On the other hand, the dissemination of intelligence impacts positively and significantly on the OP.

Orientações para Mercado e para Aprendizagem: Interdependência, Complementaridade

This study investigates the relationship between the dimensions of Market Orientation (MO), Learning Orientation (LO) and Organizational Performance (OP) of Micro, Small and Medium Enterprises (MSMEs) in the region of Santa Maria / RS. It was conducted a survey with the voluntary participation of 83 micro, small and medium businesses of Santa Maria and its region adopting structured data collection instrument with MARKOR scale and learning orientation scale. It was developed a structural model of reference that was also estimated by PLS (Partial Least Squares) and the adoption of bootstrapping technique. The results suggest that there is a high interdependence between the dimensions of the three dimensions of MO. Thus, evidences suggest that there is a strong interdependence between the three dimensions of LO. However, the relationship between the dimensions of LO and MO are less significant. Also, results suggest the absence of significant relationship between responsiveness and OP. On the other hand, the dissemination of intelligence impacts positively and significantly on the OP.

Exploring the cross-level impact of market orientation on nursing innovation in hospitals

Recently, many hospitals have been enthusiastically encouraging nurses to pursue nursing innovation to improve health care quality and increase nursing productivity by proposing innovative training methods, products, services, care skills, and care methods. This study tried to explore the cross-level impact of market orientation on nursing innovation. In our study, 3 to 7 nurses and 1 manager were selected from each nursing team to act as respondents. The questionnaire survey began after the managers of each nursing team and the nurses had been anonymously coded and paired up in Taiwan in 2009-2010. A total of 808 valid questionnaires were collected, including 172 valid teams. Hierarchical linear modeling was used for the analysis. Nursing innovation is the sum of knowledge creation, innovation behavior, and innovation diffusion displayed by the nurses during nursing care. The level of knowledge creation, as perceived by the nurses, was the highest, whereas the level of innovation diffusion was the lowest. Results of hierarchical linear modeling showed that only competitor orientation yielded a significant positive influence on knowledge creation, innovation behavior, or innovation diffusion. The r values were 0.53, 0.49, and 0.61, respectively. Customer orientation and interfunctional coordination did not have significant effects on nursing innovation. Hospital nurses exhibited better performance in knowledge creation than in innovation behavior and diffusion. Only competitor orientation had a significantly positive and cross-level influence on nursing innovation. However, competitor orientation was observed to be the lowest dimension of market orientation, which indicates that this factor should be the focus when improving nursing innovations in the future. Therefore, managers should continually understand the strategies, advantages, and methods of their competitors.

Entrepreneurial and Market Orientations as Microfoundations of Organizational Innovation Capability

In today’s fast-moving and unpredictable business environment, an organization’s ability to innovate becomes one of the most important dynamic capabilities ensuring its development and profitability. Integrating the literature streams on entrepreneurial and market orientations, we study the impact of these two organizational factors on the organizational innovation capability. Reviewing the prior studies, we deductively develop two competing models representing the interplay of three dimensions of entrepreneurial orientation (autonomy, risk taking, proactiveness) and market orientation in their effect on innovation capability: the conventional moderation model, with entrepreneurial orientation and market orientation reinforcing each other, and less often discussed mediation model, when particular components of entrepreneurial orientation serve as antecedents for organizational market orientation, which leads to innovation capability. Empirically, the study is based on the sample of Indian IT companies (n=124). The performed analysis explicitly juxtaposed the competing theoretical models against each other, failing to show support for the conventional moderation model, while providing strong evidence for the mediation mechanism, revealing that the impact of organization’s autonomy, risk-taking and proactiveness on innovation capability (product, process, administrative) is mediated by its market orientation. The study contributes to the research in the stream of resource-based view of the firm, explaining how one of the crucial organizational competences – innovation capability – can be created or reinforced using the internal organizational factors as its microfoundations.

Learning orientation and market orientation in international joint ventures

This study investigates how technological and non-technological innovations in International Joint Ventures (IJVs) are influenced by market orientation and learning orientation dimensions. Our conc...

Managing in a time of crisis: marketing, HRM and innovation

PurposeThe purpose of this paper is to explore the link between selected market orientation dimensions, HRM, and innovation, and their impact on organizational performance before and during the current economic crisis in Slovenia.Design/methodology/approachThe data for the analysis are drawn from a longitudinal cross‐sectional study of the 101 best Slovenian employers between 2008 and 2009. Altogether, over 15,000 respondents and more than 170 companies took part in the study, making it the largest of its kind in Slovenia and southeast Europe. The research method applied in the paper is exploratory and consists of simple paired comparisons of univariate and bivariate statistics, as well as factor analysis, regression analysis, and correlation analysis.FindingsThe results show that customer expectations regarding trust and long‐term performance have a positive impact on HRM practices within a firm, that HRM positively impacts organizational performance, and that innovation unexpectedly impacts it negatively (at least in the short‐term). No significant relationships between customer expectations of services, quality, and price, and their impact on HRM and innovation, respectively, were found. However, the research partially confirms that the crisis is affecting organizational performance because companies are deploying more HRM practices and, unexpectedly, fewer innovation activities.Originality/valueThis paper explores market orientation, HRM, innovation, and performance‐related dimensions in a B2B relationship marketing context based on the results of an extensive longitudinal cross‐sectional company‐employee study conducted in Slovenia before and during the current economic downturn. The findings offer a unique glimpse into the impact of the current economic crisis on the observed links and relational dimensions, and also have important managerial implications.

Impacto de la Orientación al Mercado sobre el desempeño financiero de Mipymes (Micro, Pequeñas y Medianas Empresas) en Bogotá

Este artículo presenta un estudio de la relación del nivel de orientación al mercado (OM) y el desempeño financiero (DF) de Mipymes de Bogotá. La fuente primaria de información fue la escala MARKOR adaptada al contexto de las Mipymes en Bogotá. Los resultados fueron procesados con un conjunto de regresiones lineales simples que ayudaron a evaluar el impacto de cada dimensión de la OM en el DF. A continuación, cada una de las dimensiones de la OM (Generación de Información, Diseminación de la información, Planeación e Implementación de la Respuesta) fueron tomadas como variables independientes. Además, las Ventas Netas y la Utilidad Operacional, y sus relaciones con los activos; fueron usadas como variables dependientes. Finalmente, los resultados revelaron que ninguno de los 5 modelos probados fueron estadísticamente suficientes para concluir que el DF de las organizaciones es directamente impactado por la OM, dado que ninguno de los resultados anteriores mostró al menos un valor R ajustado superior al 75%.

Absorptive capacity and market orientation in public service provision

The application of market orientation to public organisations does not adequately account for the unique features of this context. Drawing on absorptive capacity literature, this is the first study to examine the role of the organisation's learning environment on the market orientation–performance interface for two opposing public management contexts. The research involved a national survey questionnaire to 1060 internal and external public leisure service providers in England. Empirical testing through structural equation modelling revealed that not all dimensions of market orientation are universally positive and marketing scholars should seek to examine and understand market orientation in the context of the organisation and its learning mechanisms, as absorptive capacity has clear and different moderation effects under different management contexts.

Decomposed Approach of Market Orientation and Marketing Mix Capability: Research on Their Relationships with Firm Performance in the Korean Context

The notion that market orientation provides firms a source of competitive advantage seems to be widely accepted since the effects of market orientation on business performance have been extensively researched and many studies have confirmed their affirmative relationships. However, aggregated approach of market orientation as one single construct has left the detailed investigations yet unexplored despite its tremendous contribution in marketing strategy arena. Thus, decomposed properties of market orientation and their relationships with various components of firm success were explored to precisely examine the paths in this study. Furthermore, to resolve conflicting arguments on whether market orientation has a direct influence on firm level consequences, marketing mix capability was suggested as a critical mediator to complete a resource deployment system rather than a resource possession approach, which is equivalent to resource-based view. From an analysis of a survey data of 285 Korean organizations, three dimensions of market orientation, namely customer orientation, competitor orientation, and interfunctional coordination, and four sub-constructs of marketing mix capability, such as product, communication, channel and pricing capability, along with their impacts on business performance were investigated in detail. This study revealed that customer orientation and interfunctional coordination had a direct impact on only customer satisfaction while all three dimensions of market orientation failed to directly link to other firm performance variables like market effectiveness, adaptability, and profitability. To bridge these relationships product and communication capabilities were proven to be a necessary condition while channel capability and pricing capability showed interesting relationships. Findings and implications were discussed and limitations and further research directions were also suggested.

The role of a firm's strategic orientation dimensions in determining market orientation

Little is known about how various strategic orientation dimensions determine market orientation. The authors identify four key dimensions of a firm's strategic orientation as critical antecedents to market orientation: the firm's aggressiveness, its future orientation, the extent of marketing formalization, and risk proclivity. Moderating effects of two environmental forces, competitive intensity and technology turbulence, are also considered in light of their relationship with various dimensions of strategic orientation and market orientation. Using a survey with firms spanning multiple industries, the proposed effects are tested with latent class analysis with multiple regimes. The results, based on an optimal two-regime solution, show that that although market orientation is significantly impacted by these strategic orientation dimensions, the pattern of influence differs based on a firm's membership in one of two regimes.