Increasing Market Orientation Research Articles

The Role of E-CRM and E-Marketing Increasing Market Orientation In Alligator Roastery Medan

This study aims to determine the influence of E-CRM and E-Marketing on Market Orientation in Alligator Roastery. This research uses descriptive and quantitative methods as well as data sources in the form of primary and secondary data. The population in the study is all consumers on Alligator Roastery by 2023. The sample size is 110 consumers with a tolerable error rate of 5%. The data were analyzed by multiple linear regression analysis method. The results showed that E-CRM partially had no positive and insignificant effect on Market Orientation at Alligator Roastery. E-Marketing partially has a positive and significant effect on Market Orientation in the Café Alligator Roastery business. Based on the results of hypothesis testing simultaneously, it is known that the results of the F-test show that E-CRM and E-Marketing simultaneously affect Market Orientation in Alligator Roastery. The magnitude of R Square is 50.3% which means that E-CRM and E-Marketing can explain their influence on Market Orientation by 50.3%.

Market and Entrepreneurial Orientation Affect Marketing Performance in Small and Medium-Sized Businesses Through Competitive Advantage

This study examines the effect of market orientation and entrepreneurial orientation on marketing performance in SMEs in Ternate City. It uses explanatory research to analyze the cause-and-effect relationship between variables and test hypotheses. The sample consisted of 85 respondents from the food sector, selected using proportional stratified random sampling. Data analysis was conducted through path analysis using SmartPLS version 4.0. The results showed that market orientation, entrepreneurial orientation, competitive advantage, and marketing performance have a significant influence. However, market orientation does not directly impact marketing performance, especially through competitive advantage. This study suggests the need for increased market orientation activities to improve marketing performance. This can be achieved by understanding consumer preferences, monitoring competitor products, and improving organizational structure. By implementing these strategies, SMEs in Ternate City can achieve better competition and marketing performance.

Supporter attitudes towards league governance in emerging football markets: evidence from fans of the Chinese Super League

ABSTRACT Purpose/rationale Chinese football governance has dramatically changed during the last decade. Consequently, the organisation of the top-tiered Chinese Super League (CSL) developed from a rigid communist, state-governed model to a commercialised market, though still under governmental influence. Football fans became a key stakeholder group following this organisational change. Therefore, this study examines supporters’ attitudes towards the governance of their domestic league. Design/methodology/approach Active fans of the CSL (N = 453) were surveyed via clustered intercept sampling outside the stadium gates at five matches with ten different teams involved to ensure the reliability, validity and variance of responses. The data were analysed by (ordered) logit regressions with respect to attitudes towards the commercialisation of the CSL with nearly fifty explanatory variables. Findings A key finding is that supporters tend to appreciate commercialisation as evidence of progress of the Chinese professional football. This attitude can be attributed largely to past governance failures of the CSL and the positive connotation of increased market orientation as a counterbalance to governmental control. Regression analyses, however, reveal the emerging characteristics of the Chinese fan culture and provide evidence of contradictions in the attitude patterns as well as a likely increase in fans’ resentment of more commercialisation. Research contribution The empirical insights into Chinese fan culture extend the understanding of the governance and commercialisation of professional football beyond the more researched European markets.

Futures–spot price transmission in EU corn markets

AbstractPrice transmission between futures and spot prices is a relevant issue, dealing with derivatives exchange for price management practices and efficient price discovery. Indeed, due to the increased market orientation of the Common Agricultural Policy, the development of new market strategies is of utmost importance for European farmers. In this context, this study examines the degree of transmission for the corn commodity between global futures price in either the Chicago Board of Trade or Euronext and the spot prices for a selection of Member States of the European Union. This study provides critical insights into the shape of the futures–spot price transmission, confirming a long‐run relationship and a cointegrating behaviour of price sets. [EconLit Citations: Q02, Q14, E3].

Effect of Market Orientation and Innovation Toward Competitive Advantage In Business Street Food at Jl. Pahlawan Kusuma Bangsa Kediri City

This study aims to determine the effect of market orientation and innovation on competitive advantage partially and simultaneously. The population in this study are MSME entrepreneurs who sell food on Pahlawan Kusuma Bangsa Street, Kediri, with a sample size of about 100 respondents. Based on the results of data analysis and discussion conclusions can be drawnthat partially market orientation and innovation posited with the highest or dominant value is market orientation. While simultaneously market orientation and innovation together affect competitive advantage. This is very good, by increasing market orientation and innovation, the company's competitive advantage will also increase. Therefore, market orientation and innovation variables are always improved so that food entrepreneurs who are on the way of the Heroes of Kusuma Bangsa can survive and increase competitive advantage.

Emerging market orientation: advertising and promotion in the French telecommunications sector: 1952-2002

PurposeThe purpose of this paper is to analyze the level and forms of advertising in the French telecommunications sector between 1952 and 2002 in order to understand the transformation of the leading organization in the sector and its succesful adoption of increasingly sophisticated practices. The context of increased market orientation is examined to investigate how such practices emerge.Design/methodology/approachExtensive historical study of primary source material and secondary sources was conducted to develop acomparison of three eras. For each era, major changes in relation to advertising and promotional practices are identified along with key contextual elements to understand the relative importance of internal or external influences on the adoption of market-oriented practices.FindingsInitially, advertising and promotional practices studied were introduced gradually within the state-run organization (1952–1973). They subsequently became increasingly important and systematic (1974–1985) before finally becoming those of a modern organization (1986–2002) in the competitive sphere. In addition to single institutional messages aimed at either consumer or business markets, more abstract forms of communication were used over time and publicity was increasingly targeted at different segments.The French telecommunications sector was aware of the necessity to engage in advertising and promotional activities prior to the existence of competition in its main consumer market. Adoption of such customer-oriented practices was more pronounced initially in the business segment. Advertising and promotional activities to consumers became increasingly significant as the administration modernized and developed innovative services. This growth in promotion and in its sophistication accelerated within the new competitive environment following deregulation and, in particular, with the growth of the mobile sector. Both the external environment and internal organizational transformations thus need to be taken into account when analyzing growing adoption of advertising and promotion.Originality/valueThis systematic study of the introduction of advertising and promotional practices in the French telecommunications sector highlights how public organizations can introduce practices linked to market orientation. In the organization studied, the fact that increased advertising and promotional activity was driven by organizational transformation in the second of the three eras studied indicates the importance of investigating internal influences and external factors such as competition.

The linkage between competitive intelligence and competitive advantage in emerging market business: A case in the commercial vehicle industry

To achieve competitive advantage (CA) in emerging markets (EM) firms aresuggested to increase market orientation, using competitive intelligence (CI) as a source toincrease firm performance. However, in-depth linkage between CA and CI, as well as itsawareness/culture and process/structure constructs, has been researched and understood onlyin a limited way in general and for EM business in particular. This paper gives in-depthclarification of six research questions relating to the connection between CI, its constructs andCA for EM business as well as how CI as a product/process could be adapted for a larger impacton CA. It reports on a qualitative, document and interview data based in-depth single case studyat a CI department of a European Union (EU) commercial vehicle manufacturer engaging inEM business. It finds that overall the linkage of CI for CA was traceable and transparent tousers/generators of CI in the specific case with ambiguously perceived limitations, andinfluenced by seven identified factors. Seven out of eight pre-identified CI constructs werepromoted but also heterogeneously understood as contributing to CA, with no other relevantconstructs identifiable. Adaptions for more impact on CA were recommended for CI as a productin a limited sense, and as a process with eight potential levers more comprehensively. Theseresults help businesses to improve CI, its constructs, its products and process for a betterlinkage to CA and firm performance.

Measuring the effect of land degradation and environmental changes on agricultural production in Somalia with two structural breaks

PurposeThe purpose of this study is to measure the effect of land degradation and the environmental changes on agricultural productivity in Somalia, as well as the other factors that affect crop production in Somalia.Design/methodology/approachCobb-Douglas production function assumes crop production as a dependent variable and land degradation, labor, capital, fertilizer and climate change as the explanatory variables. In this study time-series data (1962–2017) collected from the Food and Agriculture Organization and World Development Indicators were used. The unit root of the data was examined using Ng-Perron and the Lee-Strazicich methods to explore the unit root property of the breaks. Structural breaks are observed using the Chow test, and the long-run relationship between the variables is examined using Gregory and Hanssen's approach.FindingsThis study found that land degradation and climate change have a negative relationship with agriculture production in Somalia. Land degradation leads to the decline in agricultural production as the loss of one hectare of land due the depletion causes agriculture production of Somalia to fall by about five percent. Climate changes and warming of the environment lead to the reduction of agriculture production. One degree Celsius rise in the temperature leads to a three percent decline in agricultural production. Capital contributes immensely to agricultural production as one unit of additional capital raises production by seven percent. The contribution of labor to agricultural production is limited because of land contractionPractical implicationsLand degradation is a significant contributor to the decline of agricultural production. As land degradation continues to worsen, rural poverty increases, which in turn causes the rural migration and the social conflict. The government should develop land improvement programs such as increasing market orientation of the farmers, encourage private sector engagement in agribusiness and establish a regulatory framework of the land uses.Originality/valueThis study examines the structure of the time-series and specifies the break periods to determine when and where significant and sudden changes occurred within land degradation and agricultural production. The study employs advanced econometric methods, namely, Ng-Perron method and the Lee-Strazicich method to test the unit root property of the breaks. It also examines the long-run relationship between the variables using Gregory and Hanssen's approach.

The translation of self-spirituality into organizations

This study provides an analysis of rich field-based data regarding the translation of self-spirituality into Israeli public schools. The study also draws from research conducted in other Western for-profit and health organizations. While the analysis supports existing assertions from research regarding the increasing market orientation of the culture of self-spirituality, it also identifies the specific methods used by brokers to translate self-spirituality concepts into the school system and distinguishes between ethical and unethical approaches to translation. It further illuminates the interactional dynamics that explain the emergence of an instrumental orientation to the translation of self-spirituality.

Taking measure: the link between metrics and marketing’s exploitative and explorative capabilities

PurposeWhile metrics are becoming increasingly important for marketing’s relevance, there is also a need to understand how they, as enablers of learning, affect marketing’s adaptive capabilities that ensure its long-term success. Therefore, this study aims to test the association of marketing and financial metrics use and the metric-based orientations of training and compensation, with two key marketing routines – exploitation, i.e. the perfecting of existing activities while allowing for incremental adaptations and exploration or experimentation accompanied by radical adaptation.Design/methodology/approachThe study gathers data from 205 managers and uses partial least squares structural equation modeling to test the hypothesized relationships.FindingsMarketing metrics encourage both forms of marketing adaptation. Financial metrics use discourages exploration. Market orientation and long-term orientation strengthen (weaken) the positive (negative) relationship between marketing (financial) metrics use and marketing exploration. Metric-based training is more positively associated with both adaptive capabilities than a metric-based compensation orientation, albeit weakly.Research limitations/implicationsThe study’s central proposition – that different metrics or metric orientations are associated with distinct types of knowledge, interpretations, mindsets, motivations and cultural contexts – provides a deeper theoretical understanding of the pathways by which a metric emphasis affects marketing adaptation.Practical implicationsMarketing managers should emphasize marketing metrics and training more than compensation, to promote marketing exploitation/exploration, while exercising caution in overstressing financial metrics given their negative association with exploration. This latter negative relationship can be weakened (as can the positive one between marketing metrics and exploration be strengthened) with increased market orientation and long-term orientation.Originality/valueThis study addresses the research gap regarding the relationship between metrics as a configurational element of marketing organization and marketing adaptation.

호텔기업의 시장지향성이 경영전략과 경영성과에 미치는 영향 : 서울소재 5성급 호텔을 대상으로

The purpose of this study was to verify the relationship among market orientation, management strategy and management performance. Research model and hypothesis were established through the literature review and the survey were conducted from January 20 through February 10, 2020, and 5 Star hotels in Seoul and 309 questionnaire were used for empirical analysis. The data was analyzed by descriptive analysis and multiple regression analysis using SPSS 22. Exploratory factor analyses and reliability analysis were adopted to identify the underlying dimensions of market orientation, management strategy and performance management. The reliability analysis was used of the questionnaire and the Cronbach’s Alpha coefficient were .851(market orientation), .911(management strategy), and .923(management performance). As a result of the hypothesis verification, the relationship among market orientation, management strategy and management performance was verified, and market orientation were found to have significant influence on management strategy and management performance. Hence hotel CEOs are recommended to increase marketing capability through emphasizing market orientation and hence accomplish management performance. Future studies need to explore the methodology about how to implement and increase market orientation as well as the marketing capability, and hence accomplish sustainable management performance.

Market Orientation and Value Creation in Improving Business Performance of the Fertilizer Industry in Indonesia

Purpose: This research aims at examining the effect of market orientation and value creation on business performance of the fertilizer industry in Indonesia. Approach/Methodology/Design: This research used observation using time horizon with cross section one shot in year 2018. Unit of analysis in this research is organic fertilizer company or inorganic with company’s management as the observation unit. The survey was conducted to 35 fertilizer companies in Indonesia. Verification analysis was used to measure quantitative data and hypothesis testing by using PLS (Partial Least Square). Findings: The findings showed that market orientation and value creation had a significant influence in improving business performance in the fertilizer industry in Indonesia. In addition, value creation had a greater role than market orientation in improving business performance.. Practical Implications: The result of this research is expected to give implication for business actor of fertilizer industry in Indonesia as an effort to improve its business performance by increasing value creation supported by increasing market orientation. Originality/Value: The result of this research is expected to give implication for business actor of fertilizer industry in Indonesia as an effort to improve its business performance by increasing value creation supported by increasing market orientation.

ORIENTASI PASAR DAN INOVASI PRODUK PENGARUHNYA TERHADAP KEUNGGULAN BERSAING (Studi Pada UMKM Tenun Gedogan Kota Bima)

Small and medium enterprises are one of the leading drivers in the world economic development. Small and medium enterprises are one of the fields in absorption very significant workforce. At this time is a period of globalization where competition is getting tougher, many companies will go bankrupt or out of business if the company does not prepare the company inside current competition. The goal to be achieved is to increase market orientation and product innovation towards competitive advantage in the Gedong Weaving Small and medium enterprises (UMKM) in the City of Bima. The data used is primary data. Research sample amounting to 90 respondents. The data analysis tool in this study uses multiple linear regression. The results of this study indicate that Market orientation positive and significant effect on competitive advantage in UMKM Weaving Gedogan in Bima City, product orientation has a positive and significant effect on competitive advantage in Gedogan Weaving Small and medium enterprises (UMKM) in Bima City and there are the positive and significant influence of market orientation and product innovation has been reduced Competitive advantage in UMKM Weaving in Bima City. So that it is higher market orientation is carried out, and the higher the level of product innovation, then Increasing competitive advantage in Gedogan Weaving Small and medium enterprises (UMKM) in Bima City.Keywords: Market Orientation, Product Innovation, Competitive Advantage

An Overview of Attitudes and Opinions On the Role of Government. A Cross-national Comparison Covering the Period of 1985 to 2016

This contribution presents descriptive findings on individual attitudes and public opinion based on the International Social Survey Program Role of Government module. It covers the period from 1985 to 2016 and is guided by the idea that attitudes and opinions are aligned with the international divisions in different welfare regimes. The analysis includes all countries that fielded this ISSP survey continuously from 1985 (Australia, Germany, United Kingdom, and the United States) or 1990 (Hungary, Israel, and Norway). Our results show that attitudes and opinions remain rather stable over time and parallel the different welfare regimes. There is no clear evidence of a growing support for liberalization and deregulation across all countries despite the increasing market orientation in many countries.

УСТОЙЧИВОЕ РАЗВИТИЕ ПРЕДПРИЯТИЯ: ОЦЕНКА, ПРОЕКТ, ФУНКЦИОНАЛЬНАЯ СТРАТЕГИЯ МАРКЕТИНГ МЕНЕДЖМЕНТА

The concept of sustainable development and the concept of market-oriented management of the enterprise (marketing management) are continuing to develop. Sustainable development of the enterprise is presented as one of the priority functional strategies of marketing management. The incompleteness of the substantiation of conceptual provisions, as well as the development of scientific and methodological framework for the assessment and management of the sustainable development of an enterprise, was the basis for conducting a scientific search in this direction. The main objectives of the study have been defined as evaluating the achieved level of sustainable development of the enterprise on the basis of the improved methods; working out a project for sustainable development of the enterprise; integrating a sustainable development strategy into the system of marketing management of an enterprise to harmonize interests with internal and external stakeholder key groups. It has been substantiated that sustainable development of an enterprise is the process of a conscious choice by a subject of marketing management of the enterprise activities to ensure economic, social and environmental performance by means of preparation and adoption of management decisions through a reflexive influence on the interests of stakeholder key groups and increasing market orientation. Using the method of scientific generalization there have been given methodological approaches to understanding the sustainable development, as well as methodological approaches to assessing the generalized factor of sustainable development of the enterprise and their main contradictions. This fact allowed to improve the methods for assessing the sustainable development of the enterprise, approbation of which established the level of sustainable development of a number of enterprises. There have been presented the main stages and expected results of the approved sustainable development project of NPO Donventilyator LLC. Implementation of the developed functional strategy of sustainable development was carried out on the basis of “Balanced Scorecard” toolkit and controlling for harmonization of marketing management purposes and the interests of key stakeholders.

Intensifying Inequality? Gendered Trends in Commercializing and Diversifying Smallholder Farming Systems in East Africa

While the commercialization and diversification of agricultural and livestock systems have been identified as key global strategies for climate change adaptation and mitigation, less is known as to the large-scale gendered impacts that are implicated in these transformations among smallholder crop and livestock farmers. This study explores these gender impacts across different farming systems and gender-respondent-household typologies using data from the Rural Household Multiple Indicator Survey (RHoMIS) in 2,859 households in three East African countries – Ethiopia, Kenya, and Tanzania. Female control scores over incomes or foodstuffs produced through both on and off farm activities were highest in farming systems that had more land and more livestock. However, increasing commercialization – defined herein as the increasing importance of crop and livestock sales to farm households – resulted in an overall decline in female control across all farming systems and gender-respondent-household typologies. In contrast, crop and livestock diversification were positively associated with female control across gender-respondent-household typologies. Analysis of specific crops and livestock products across farming systems and respondent typologies revealed women have far greater control over decisions related to consumption than decisions related to sales, although the gap between the two were less pronounced in lesser-valued livestock products (chickens, eggs). However, the analyses suggest that as sale of crops and livestock increase, female control over these areas could likely diminish, regardless of specific activity. The authors conclude that approaches to adapt to or mitigate climate change that rely on increasing market orientation of smallholder production will likely intensify men’s control over benefits from production, whereas diversification will likely have a more positive impact on female control. Thus, climate adaptation strategies promoting increased diversification will likely have a more positive impact on women smallholders than commercialization alone. The authors recommend that when commercialization is the target intervention, it must be accompanied by a gender differentiated analysis of trade-offs and risks to mitigate the potential negative consequences shown in this study.

The shifting natural wealth of nations: The role of market orientation

This paper explores the effect of market orientation on (known or available) natural resource wealth using a novel dataset of world-wide major hydrocarbon and mineral discoveries. Our empirical estimates based on a large panel of countries show that increased market orientation causes a significant increase in discoveries of natural resources. In a thought experiment where economies in Latin America and sub-Saharan Africa remain closed, they would have only achieved one quarter of the actual increase in discoveries they have experienced since the early 1990s. Our results call into question the commonly held view that known or available natural resource endowments are exogenous.

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 cornerstones of museum performance. A cross-national analysis

ABSTRACTIncreasing competition among leisure attractions is hindering museum socio-cultural and economic performance. This study analyses the impact of innovation and market orientation on museum performance. In addition, it seeks to offer more specific contributions in relation to the influence of managers’ attitudes concerning museum management decisions on how to adopt increased market orientation. This research targeted two samples that entailed 397 and 272 Spanish and Latin American museums respectively. Partial least squares multi-group analysis was used to accomplish this study’s objectives. Research findings provide some evidence that museum performance is influenced by innovation and market orientation, but the most significant link shown by the proposed model is between market orientation and innovation. This cross-national research seeks to test a model of museum performance in two different places to provide results that suggest further managerial contributions and avenues for future research.

Specialisation and economies of scale or diversification and economies of scope? Assessing different agricultural development pathways

For decades agricultural development has been led by a modernisation paradigm based on specialisation, intensification and scale enlargement. This model of development model has been supported by means of price support policies and, often, strong central marketing agencies, which had a stabilising effect on prices and significantly reduced market risks for an array of commodities. The economic rationale of this model is based on the pursuit of economies of scale and highly efficient technical production. This model has led farmers to increasing their technical capacity and to neglect activities such as marketing, which was delegated to specialised marketing agencies.In this paper we argue that such specialisation has weakened the economic resilience of farms. Although a high level of specialisation allows farmers to be technically efficient, acquire highly specific production skills and apply the latest production techniques, it also leads specialised farms to be highly dependent on the commodity market(s) in which they operate, increasing their economic vulnerability. As markets have become deregulated, prices of both inputs and produce have become more volatile, often compromising the economic sustainability of these specialised farms.The weakened economic resilience of such farms has been aggravated by the gradual dismantling of producer price support causing an increase in price volatility, which has become a near-universal phenomenon for almost all agricultural produce. Highly specialised farming is now only viable where markets are stable and this requires the existence of effective market agencies and strong inter-branch organisations and/or the prevalence of contract farming.The increasing market orientation of the CAP, the fragmentation and weakening of marketing agencies and – last but not least– the growing societal demand for a more sustainable agriculture have led many farmers to rethink their farm development strategies. They are rediscovering farm diversification as one way of reducing market risks, as well improving the efficiency of the farm's organisation and resource use.Economies of scope emerge when a farmer can use the same input(s) to produce two or more products, and lower the cost of producing them separately. To achieve this end the inputs have to be complementary. By developing cost complementarities between different crops or livestock species, diversified farms can become more efficient than specialised farms.Another way that diversified farms can increase their economic sustainability is to partially produce for niche markets thereby generating a higher added value. A product mix of high quality products, possibly from the same production sector, but aimed at different, specific, market segments can further contribute to increasing the overall profitability of diversified farms.This paper summarises a series of case studies from EU member states and Israel which illustrate how farmers are experimenting with alternative pathways of development based on diversification. It is also shows the challenges they face. These include learning the skills for marketing high value-added farm products, establishing short food chains and the rebuilding supportive social and economic networks. The latter is particularly important when farms are too small to diversify effectively individually. Farms that participate in these economic networks are more able to internalise external economies generated within these networks and develop their knowledge of marketing and production through close cooperation with other farms. In some of the case studies the success of diversification clearly depended on the ability of farms to collaborate and share knowledge especially when new technical capacities for say, introducing crop diversification or intercropping, needed to be acquired. The knowledge involved in developing new crop rotation patterns, knowing about crop associations and combinations of crop and livestock activities was either developed ex novo or by rediscovering traditional knowledge. At the same time training in marketing food products is also a key to successfully shifting from being a specialised farm to a diversified one.Farmers need encouragement in order to work together and share their knowledge and experiences of diversification strategies. To this end policies that support collaborative networks are needed. Policies are also required to help establish and sustain collective marketing initiatives, especially short and direct supply chains. Finally, public support to assure against market risks is very helpful when farmers are entering into new markets. These policies are essential to support the existing processes of change that are occurring at grassroots level which are leading to a new model of farm modernisation.The specific contribution that this paper makes to the rural social science literature is to empirically highlight the limitations of theories about the benefits of economies of scale.