Market Orientation Framework Research Articles

Students as customers in higher education: The (controversial) debate needs to end

Even though marketing in higher education is well established there is a continued (controversial and at times emotional) debate about who the customer is with many still unaccepting that students should be viewed as a customer in higher education. The paper examines this debate using the framework of market orientation, customer orientation and service and relationship marketing. The paper includes recommendations about ways to resolve the dispute and concludes that students must be considered customers in the development of marketing strategy.

Attaining Competitive Advantage through Market Orientation of Public Higher Education Institutions:Mediating Effect of Quality Assurance

The literature review thus far has indicated numerous studies have examined the relationship between market orientation (MO)and competitive advantage (CA)leading to greater organizational performance. A substantial number of studies on strategic management orientations have shown significant relationships between MO and organizational performance but direct contribution of CA is still lacking in consensus. Thispaper reviews the literature on the influence of market orientation (MO) towards competitive advantage and the mediating effect of quality assurance in public higher education institutions (PHEIs). The reviews specify that market orientation as the marketing strategic platformis likely to achieve superior value in gaining and sustaining competitive advantage however, within the context of PHEIs such relationships are still inconclusive. Quality assurance (QA) is postulated to have amediating effect in the suggested framework of market orientation and competitive advantage. As QA is becoming a critical factor in the knowledge-based society, thisvariable needs to be explored further in the context of higher education.Thus, the aim of this paper is to accumulate existing literature in the investigationof the relationship between MO and CA as well as the effect of QA towards the performance of PHEIs based on non-financial dimensions.

Students as customers in higher education: reframing the debate

ABSTRACTEven though marketing in higher education (HE) is well established, there is a continued debate about who the customer is, with many still not accepting that students should be viewed as customers in HE. The student as customer model has its opponents and proponents. This paper reframes the debate using the framework of market orientation, customer orientation, and service (including co-creation) and relationship marketing. Using newer conceptualizations of the role of customers, the paper recommends exploring how to respond to students as customers instead of continuing to deny that students are customers.

The Importance of Communication in Improving Service Delivery and Service Quality in the Malaysian Hotel Industry

Travel and Tourism industry is an important sector that contributes at least 9 per cent of the world's GDP, employs over 255 million people worldwide and represents 8 per cent of the global workforce (World Travel & Tourism, 2012). The industry makes a significant contribution to the economic development of many nations with some countries dependent on tourism as a catalyst for growth and development. This is the case in Malaysia where the tourism industry has been accommodating large numbers of tourists, arriving for business or holiday purposes as well as transitory passengers’ en-route to other destinations. In 2013, the hospitality and tourism generated MYR 60.6 billion (USD 20 billion) towards the Malaysian economy it was categorized among the most promising industry. In 2013, Kuala Lumpur was ranked the seventh (7th) most visited destination in the world. Therefore, the importance of maintaining the service quality in the hotel sector becomes the main issue. In this, it was identified that the Internal Market Orientation framework was known to have the ability to improve service delivery and as a result improving service quality. In Internal Market Orientation, 3 distinctive antecedents namely a) internal market intelligence generation, b) internal communication, and c) response to Intelligence, were found to be useful in improving service delivery. However, this paper will only focus on internal communication as the scope of Internal Market Orientation is quite extensive.

신진 디자이너 브랜드의 시장 지향성 고찰

This study explores the level of designer brands' market oriented attitude through a conceptual framework of market orientation. Designer brands have rapidly increased in the Korean fashion market with a competitive environment that pushes designers to improve market oriented attitudes and strategy. Designers working for 20 brands that the government designated as 'promising creative designer brands' were invited for in-depth interviews, 19 designers from 18 brands participated in this study. The generation of market intelligence that composes market orientation meant that the designers were confirmed to collecting different types of information according to information sources. They showed interest in collecting information on the exploration of design trends from overseas designers as well as operational and managerial information from domestic designers. Fashion-related stakeholders mainly collected feedback on design concepts from the press and public institutions. They collected customer feedback from buyers; however, appropriate feedback was inadequate. Designers generally appeared to place less value on the collection of customer responses and opinions; however, two groups of designers showed customer-oriented attitudes according to accumulated experience. The market-oriented attitude of top designers had an important role in designer brands; consequently, top designers should be properly trained to improve market-oriented attitudes to increase market performance.

Customer orientation on online newspaper business models with paid content strategies: An empirical study

This study examines the transformations that trigger business models with paid content strategies on news organizations under the theoretical framework of market orientation. The results show three main factors: those related to competence, to the organization culture and to understanding of needs and wants of the audience. The findings also suggest that online newspapers business models with paid content strategies are more like experiments or forays rather than definitive methods that monetize the exponential growth of audience. In fact, none of the analyzed organizations could operate without outside aid.

Internal Market Orientation Framework as a Source of Improving Service Quality within the Malaysian Hotel Industry

This paper is developed as a means to discover the importance of improving service quality within the Malaysian Hotel Industry. To support that contention it was found that there are a number of methodologies or approaches that can be used to improve service delivery. Recent publications show that there is an emerging methodology sought to improve employee performance and one of the approaches are known as Internal Market Orientation. The Internal Market Orientation model consists of three dimensions and they are: i) Internal Market Intelligence Generation (IMIG), ii) Internal Communication (IC), and iii) Response to Intelligence (RTI). Despite of that this study will only highlight the third dimensions of the framework that is Response to Intelligence. A number of conclusive findings were found and it can be used to enhance employee performance and it is as well has the ability to improving the quality of service towards hotel guests. Notwithstanding, the findings of this study can be used to improve the competitive advantage of Malaysian Hotels and therefore, assisting the country to achieve competitiveness and leads to the creation of premier tourist destination in the world.

Market Orientation, Embeddedness and the Autonomy and Performance of Multinational Subsidiaries in an Emerging Economy

This paper develops a conceptual framework for market orientation, embeddedness, autonomy and performance of multinational subsidiaries in an emerging economy. We argue that internal and external embeddedness has different performance implications for export- and local market-oriented multinational subsidiaries. Our results, based on a sample of 233 multinational subsidiaries from China, indicate that while external embeddedness has a positive impact on specialized resources of both types of subsidiary, such resources only positively affect the performance of local market-oriented subsidiaries. By contrast, internal embeddedness has a negative impact on specialized resources of both types of subsidiary. Managerial and policy implications are discussed.

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.

Come on higher ed … get with the programme! A study of market orientation in international student recruitment

This paper investigates higher education (HE) student recruitment practices from the standpoint of market orientation. By adopting the well-established market orientation framework of Narver and Slater [1990, The effect of a market orientation on a business profitability. Journal of Marketing 54, no. 4: 20–35], we examine the extent to which individual market orientation components are reflected in the strategies adopted by international student recruitment (ISR) departments in Australian HE institutions and how these, in turn, influence ISR performance. The analysis of data collected from ISR practitioners, via online survey, suggests a number of important theoretical and practical implications and strong recommendations for further research in this area.

A Proposed Conceptual Framework for Market Orientation and Innovation towards Takaful Performance in Malaysia

This paper aims to propose a conceptual framework to study the relationship between Market Orientation andOrganizational Performance from Takaful Business’s standpoint in Malaysia. The Innovation was added in thisresearch to represents the mediating factor. Apparently the framework suggests that Market Orientation haspositively effects Performance of the organization. Considering Innovation as the catalyst within therelationship, the mediating effect of it is to be investigated. From the review of literatures, hypotheses weredeveloped to suggest the relationship between the Market Orientation, Innovation and Performance by choosingthe Takaful Operators in Malaysia as the research sample. The findings of this research are expected to providenew ideas for the representative specially Marketing Manager from Takaful industry to increase their level ofmarket penetration which is still low at the present.

Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists

The typical characteristics of subsistence markets challenge not only the generalizability of marketing theories but also the applicability and validity of the field research methods generally practiced by marketing researchers. This article discusses challenges inherent to field research in subsistence markets that may influence bias and equivalence. Moreover, it illustrates these challenges with a study of the market orientation–performance relationship in pastoralist subsistence markets in Ethiopia. Consistent with the market orientation framework, the study's findings suggest that creating value for customers should be a primary concern in subsistence markets, similar to high-income markets. This study provides practical guidance for future studies testing marketing theories in subsistence contexts.

Information on Corporate Social Responsibility and SME´s Environmental Responsiveness: A Regional Study

The theoretical framework of market orientation from Kholi and Jaworski (1990), and the extended concept of market considering all agents of interest, has served as background for analysing the relationship between the three sub-dimensions of what we call orientation to environmental responsibility: information on CSR (Corporate Social Responsibility), the disclosure that the company itself makes of its CSR, and the organizations environmental responsiveness. The analysis is based on the perceptions of managers of a large sample of small companies (758 in the Autonomous Community of Extremadura in Spain). It was empirically demonstrated with the methodology of structural equations, that the greater concern about the CSR issues corresponds to the higher engagement in the dissemination of CSR outcomes and consequently, managers increase their predisposition to respond favourably to environmental demands of society.

The Development of Market Orientation Based on Organizational Perspective for Creating Business Performance of Banking Industries in Indonesia

Less research in banking industries has focused on developing conceptual frame work of market orientation based on organizational perspective. Previous studies on market orientation that were conducted partially in manufacturing industries found that some of variables of organizational system have effect on market orientation and business performance. This research develops a conceptual framework for developing market orientation and its effect toward business performance in banking industries. It involves 128 branches of banks as the sample. All instruments used in the research had been tested for their validity and reliability. By using Structural Equation Modeling, it was found as follows: 1) Leadership style, specifically transformational leadership, formalization, and learning orientation have positive effect on market orientation, 2) learning orientation, rewards system (market-based), and centralization influence directly the business performance in banking industries, 3) market orientation has positive effect on business performance. It implies that it is very important for banking managers to develop market orientation by establishing organizational systems such as transformational leadership, formalization, and learning orientation. Besides that, market-based reward system and decision making style of management should be considered for facilitating their business performance.  Keywords - transformational leadership, learning orientation, market orientation, business performance.

How the environment affects travel agency performance

This research examines the performance of travel agencies in Taiwan by using a market orientation framework. The study examines the impact of market orientation and financial performance and identifies the importance of competitive environment in the relationship between market orientation and financial performance. The study controls for factors associated with the external competitive environment, and the research model is analyzed using moderated regression analysis (MRA). The primary data were collected through a questionnaire survey completed by 249 managers of travel agencies in Taiwan. The results revealed that one element of the competitive environment (technological turbulence) influences financial performance. Key words: Market orientation, competitive environment, financial performance, travel agencies.

The return on trade show information (RTSI): a conceptual analysis

PurposeThe purpose of this paper is to analyze the need for developing a return on trade show information (RTSI) index; this index would be used to measure the impact of information gathered at trade shows on long‐term decision making within the organization. Also, the paper aims to suggest differences in how exhibitors and visitors perceive tangible versus intangible benefits that accrue as a result of utilizing new information acquired at trade shows.Design/methodology/approachThe paper utilizes a conceptual approach, employing the market orientation framework to develop a model for the return on trade show information (RTSI). It incorporates the acquisition, dissemination and utilization of new trade show information, suggesting that perceived information quality acts as a moderator in this relationship.FindingsThe return on trade show information (RTSI) index describes both tangible and intangible benefits that accrue to the organization as a result of information acquired at trade shows. However, in some cases the same information that is acquired at trade shows is also available from alternative sources, potentially making it difficult to determine true RTSI.Originality/valueThe manuscript offers an innovative perspective for estimating the value of new information acquired at trade shows, suggesting differences in the way in which exhibitors and visitors perceive, as well as utilize, trade show information. This opens the door to future research in the area of trade show information value; in addition, this can benefit practitioners by providing a different method for evaluating the investment value of trade show participation.

The Market Orientation of Internet Support Companies

ABSTRACT Several studies have expanded the work by Jaworski and Kohli (1993) by using their market orientation framework model and applying it to a variety of industries. The results of recent studies have uncovered moderate to strong relationships between the concepts of market orientation and organizational performance. Although there is a large body of research on the topic of market orientation, there is a gap pertaining to market orientation across organizations that comprise fast-paced environments such as those that exist within the Internet commerce environment. This study explores market orientation in the context of Web Hosting and Internet service providers to understand the impact market orientation can have on new and emerging industries. The study results indicate that market orientation is positively related to performance. Implications for theory construction and managerial practice are discussed.

Market orientation processes in retailing: a cross‐national study

PurposeThe main purpose is to provide an in‐depth understanding of market orientation in retailing and to identify the specific activities that have to be understood and managed in order for a retail firm to become market oriented.Design/methodology/approachQualitative studies of six firms in Sweden, Italy and the UK were carried out, including in‐depth interviews with retail managers and manufacturers.FindingsThree market orientation processes on different operational levels are identified, including critical activities that support each process. Linkages between retail market orientation and different background characteristics are also identified.Research limitations/implicationsThe qualitative, in‐depth approach using a limited number of respondents means that the results are not generalizable. The findings can serve as a basis for future operationalizations of retail market orientation in order to measure the degree of retail market orientation as well as its character with regards to the emphasis a certain retailer puts on each of the processes.Practical implicationsThe identified three processes and the corresponding activities can assist retailer managers in developing a more systematic market orientation approach.Originality/valueThe paper is a first attempt to develop a framework for market orientation in retailing based on the specific nature of retail marketing and management. It also shows that the quality and relevance of the market data in relation to the specific strategic activity that it is expected to support should be given much more consideration.

Understanding the patterns of market orientation among small businesses

Purpose – To assess the patterns of market orientation within the small business sector.Design/methodology/approach – After a pilot study involving interviews with owner‐managers, and covert and overt observation of small businesses' marketing practices, depth interviews by telephone and face‐to‐face were conducted in one state of the USA. Data, collected in the form of protocols and means‐end maps for individual owner‐managers, were analyzed by inductive reasoning.Findings – The study confirmed the appropriateness of the market orientation framework for the small business sector. Findings included a distinctive “marketing style” (strong emphasis on customer care and employee welfare; motivation; and market intelligence) related to size of the firms surveyed, the personality of the owner‐manager, the available resources and the nature of the operating environment. Despite absence of a formal approach to market research and marketing planning, this “style” was found to have a positive effect on margins and...

Marketing practices of African and Caribbean small businesses in London, UK

Presents an assessment of the marketing practices among African and Caribbean small businesses in London. Findings reveal the patchy application of an adapted market orientation framework; also indicates “informal” marketing deliberations taking place and is consistent with Stokes and Blackburn’s assertion that marketing in the small business sector seems to be an informal and unplanned activity that relies on the intuition and energy of the owner‐manager. The study was undertaken in response to calls for marketing‐related research in this sector and the results provide valuable insights into the UK’s intercultural dynamics. The study reveals considerable degree of evenness between the ease or difficulty of securing bank loans. The paper concludes by drawing attention to managerial implications and future research directions.