Market Orientation Strategy Research Articles

Market-oriented entrepreneurship and the impact of social media and crowdsourcing on continuous organizational learning. An empirical study

This research highlights the relationship between the market orientation of entrepreneurs and continuous organizational learning, as well as the influence of the use of social media and crowdsourcing as ideal tools for the implementation of the market orientation strategy for entrepreneurs. The empirical study was carried out in four and five-star hotels. The conclusions also recommend the widespread use of crowdsourcing as an indispensable tool for solving entrepreneurs' problems, capturing new ideas from Internet users and obtaining opinions on products and services, thus collaborating in continuous innovation in entrepreneurs. These tools represent a very important source of information for the market orientation strategy for entrepreneurs, which in turn encourages continuous organizational learning, ensuring that sustainable competitive advantages are gained over time.

The Influence Of Market Orientation And Product Innovation On Marketing Performance Through Competitive Advantage In Tiktok Shop Content Creators

Good marketing means sales will increase. The aim of this research is to find out whether market orientation and product innovation influence marketing performance, and to find out whether competitive advantage is able to mediate market orientation and product innovation on marketing performance.The population in this study are TikTok shop content creators who are members of official groups. The total sample was 115 respondents using accidental sampling technique. Data collection techniques use questionnaire and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program.The research results show that market orientation variables and product innovation have an influence on marketing performance, then competitive advantage also has a positive and significant influence on marketing performance. The results of the indirect influence test also show that competitive advantage is able to mediate the relationship between market orientation and product innovation on marketing performance.Implementation of market orientation strategies and product innovation influence the marketing performance of TikTok Shop content creators. Competitive advantage also influences marketing performance and can mediate the relationship between market orientation and product innovation on the marketing performance of TikTok shop content creators. Suggestions for TikTok Shop content creators to implement market orientation strategies and product innovation that are appropriate to the business sector they are undertaking so that they will increase their competitive advantage which will improve marketing performance

Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

PurposeThe primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India.Design/methodology/approachThis paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons.FindingsThis study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies.Research limitations/implicationsThis study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses.Originality/valueThis study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).

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

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

Unveiling the Nexus between Market Orientation Strategies and Firm Capabilities: A Conceptual Framework for Organizational Advancement

This paper presents a comprehensive framework for understanding the intricate relationship between market orientation strategies and firm capabilities. Market orientation has gained substantial attention as a strategic approach that enables organizations to adapt to dynamic market conditions and gain a competitive advantage. However, the specific mechanisms through which market orientation strategies influence the development and enhancement of firm capabilities remain less explored. This paper fills this gap by proposing a conceptual framework that elucidates the interplay between market orientation strategies and firm capabilities. Drawing upon existing theoretical perspectives and empirical evidence, the framework highlights key dimensions of market orientation, including customer orientation, competitor orientation, and inter-functional coordination, and their impact on various aspects of firm capabilities such as innovation, operational efficiency, and customer satisfaction. By uncovering the nexus between market orientation strategies and firm capabilities, this paper aims to provide a theoretical foundation for organizational advancement. The proposed framework offers valuable insights for managers and researchers seeking to leverage market orientation strategies to foster the growth, resilience, and long-term success of their organizations.

The Interplay of Market Orientation Strategies and Firm Performance: A Conceptual Exploration

This research provides a comprehensive framework elucidating the intricate interplay between market orientation strategies and firm performance. We identified innovation and customer satisfaction as key mediators, bridging the gap between market orientation and enhanced performance. Simultaneously, environmental factors and organizational culture were found to play critical moderating roles, altering the strength and nature of the market orientation-performance linkage. The findings underscore the importance of a balanced approach to market orientation strategies, a keen investment in innovation and customer satisfaction, adaptation to environmental conditions, and fostering an organizational culture conducive to learning and risk-taking. This nuanced understanding can guide firms to strategically align their market orientation strategies for improved performance in today's dynamic business landscape.

The Mediating Role of Employee Factor in the Relationship between Sensory Marketing and Economic Performance of Ghana’s Foodservice Sector

In today’s business environment, establishing a positive business climate is becoming increasingly important for organisational performance. A positive employee factor creates a social atmosphere, which encourages high employee involvement and an employee-centered culture. In response, employees feel comfortable and contribute positively to financial performance of the business. Given the intensity of competition in the service industry, firms must understand how the employee factor affect their performance. This study examined the way the employee factor mediates the relationship between sensory marketing and organisational performance in the Foodservice Sector of Ghana. The study used quantitative research method for data collection through survey questionnaires. The questionnaires were developed and distributed directly in physical form at the restaurants through stratified sampling method. The study used a total of 38 management staff and 331 customers as respondents for the data collection. The research data was analysed through Structural Equation Modelling (SEM) and Analysis of Moment of Structures (AMOS), with the support of the maximum likelihood estimator to achieve the covariance of the constructs. The mediating variable was measure by the binary outcome variable with Andrew Hayes Process Model. The results indicate that sensory marketing has a significant positive relationship on economic performance. In addition, no mediating effect was found in the relationship between sensory marketing and economic performance. Cross-sectional data, a restricted target sample senior staff of restaurants, and a restricted target area (i.e. Greater Accra Region) were limitations of this study. In addition, the dimensions of economic performance were identified as market share, profitability and sales growth. Finally, the hypothesised relationship was explored only for the foodservice sector. Therefore, the results of this study will assist foodservice operators to develop and implement market-orientated strategies to help achieve sales growth, enhance profit, and market share among themselves. It is hoped this study will be a useful reference point for future academic researchers who will undertake similar study in relation to the discussed variables.

Customer agility, market orientation, and brand image in the context of Chinese market.

Customer agility (CA) and market orientation have been widely discussed in prior research. Also, the role of brand image in business making-decision has been emphasized. However, the current analysis lacks integrating the relationship among the three concepts. Thus, this study creatively creates a causal relationship model of CA, market orientation, and brand image. Finally, 289 valid samples from the managers in Chinese market was collected for further analysis by partial least squares structural equation modeling (PLS-SEM). The results show that market orientation can positively affect CA (both customer-sensing capability and customer-responding capability), and CA will further have a positive influence on brand image. Also, market orientation has a direct impact on brand image. Additionally, CA (both customer-sensing capability and customer-responding capability) will mediate the impact of market orientation on brand image. The research has both theoretical and practical contributions. From the theoretical perspective, the results contribute to enriching the brand theory, strategy management, and marketing research. From the practical perspective, the investigation enlightens managers to pay attention to the roles of CA implementation and market orientation strategies in enhancing their brand image.

Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies

This study provides the first systematic review of the different marketing strategies used for promoting SMEs in Pacific Island Countries (PICs). Literature published in high-ranked management journals was reviewed in this area using PRISMA guidelines published between 2000 to 2020. The study identifies three major marketing communication strategies useful for SMEs in the PICs: digital marketing strategies, market orientation strategies and experience based marketing strategies. Further, this study includes a detailed future research agenda under these three major themes. The digital marketing strategies are divided further into social media marketing strategies, blogs, and company websites. Market orientation strategies were categorised as the role of infrastructure development and the role of innovation. The experience-based marketing is another marketing strategy to attract customers (Nair & Chelliah, 2012a). For example, it is identified through the literature that PICs can focus more on cultural festivals and cruise ship markets.

ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN DALAM MEMPENGARUHI KINERJA PEMASARAN DI MASA RECOVERY PANDEMI COVID-19

The COVID-19 pandemic has become a separate obstacle for society in general, ranging from social constraints to improving the economy of a society in particular. This situation must be taken into consideration by the household craft industry players to be able to survive and develop their business activities in generating productivity and profits through market orientation and entrepreneurship strategies. The purpose of this study was to determine the effect of market orientation and entrepreneurship on the marketing performance of the wood craft industry business actors in the village area of ​​Boro Kedungwaru, Tulungagung. The population and samples that became the object of this study were all wood craft business actor as many as 45 respondents. Sampling using saturated sampling technique, and data collection using a questionnaire with a Likert scale as the instrument. Data analysis used validity and reliability test, multiple linear regression test, determinant coefficient test and hypothesis testing (t test & F test). The results of the research conducted showed that 1) It was a significant and partial influence between market orientation and entrepreneurial orientation on the marketing performance of household handicraft business actors during the recovery period of the COVID-19 pandemic. 2). Market orientation and entrepreneurial orientation have a positive and significant impact simultaneously on the marketing performance of household handicraft business actors during the recovery period of the COVID-19 pandemic. The results of this study indicate that market orientation and entrepreneurial orientation have urgency and contribution in supporting the marketing performance of wood handicraft business actors especially during the COVID-19 pandemic.
 Keywords: Market Orientation, Entrepreneurship Orientation, Marketing Performance

The Relationship between Market Orientation, Innovation and Business Performance of Hotel and Restaurant Businesses in Ho Chi Minh City: The Moderating Role of Business Environment

The study was conducted to examine the relationship between market orientation, innovation, and business performance through the role of regulation of business environment. By the quantitative research method combined with the qualitative research method, structural equation modelling (SEM) is performed with a sample size of 503 observations, the participants are the leaders of the hotel, restaurant in Ho Chi Minh City. The results show that there is a positive relationship between market orientation, innovation, and business performance of hotel – restaurant businesses. The business environment plays a role in regulating market orientation, innovation, and business outcomes. Through the regulatory role, the business environment factor plays a role in increasing the business performance of hotel – restaurant businesses. The results have brought practical significance to hotel – restaurant businesses. Managers needs to focus on market orientation, and innovation to improve business results. In addition, before the fluctuations of the business environment, restaurant – hotel businesses need to take advantage and grasp to adjust the appropriate market orientation and innovation strategies to contribute to improving business results. Finally, some limitations are also mentioned in this study.

Stimulating Brand Innovation Strategy via Knowledge Acquisition, Market Orientation, and Strategic Capability Using Social Media Within China's Online Technology Industry.

In the context of China’s online technology business, this study explores the linkages between knowledge acquisition via social media, two modes of market orientation (proactive and responsive), social media strategic capability, and brand innovation strategy. Data were collected from 853 Chinese technology firms with the help of questionnaire. To analyze the collected data structure, equation modeling was applied using smart-PLS 3.3 version. Results indicate that knowledge acquisition from social media, market orientation (proactive and responsive), and strategic capability has significant impact on brand innovation in the context of social media. Furthermore, strategic capability on social media moderates the relationship between knowledge, market orientation (proactive and responsive), and brand innovation in the context of social media. This study offers new perspectives on market orientation and brand innovation strategy by extending the literature and testing key assumptions. Moreover, using social media knowledge in social media marketing and innovation management is a sensible approach for making changes and transforming an organization.

Does Engaging in Global Market Orientation Strategy Affect HEIs’ Performance? The Mediating Roles of Intellectual Capital Readiness and Open Innovation

This study aims to examine the effect of global market orientation strategy on the performance of Indonesian Higher Education Institutions. Furthermore, it investigates whether this relationship is mediated by intellectual capital readiness and open innovation. This is a quantitative study employing a multi-mediation research model conceptualizing the relationship among the five constructs. This study employs a resource-based view to explain the relationships among constructs and partial least squares-structural equation modeling to test the hypotheses studied. A sample of 119 schools/faculties, derived from the 50 best state and private institutions in Indonesia and based on the Webometrics 2021, was used. This research reveals the following main results. First, intellectual capital readiness fully mediates the influence of global market orientation strategy on the institutions’ performances. Second, open innovation does not mediate the effect of global market orientation strategy on institutions’ performances. This study is the first attempt to understand how global market orientation strategy enhances institutions’ performances via intellectual capital readiness and open innovation. This study reveals the insignificant effect of open innovation on performance. Thus, the main implication of these findings is that institutions need to downstream their innovations to the community for future performance and communities’ benefits. The applied execution does matter in the open innovation–institution performance relationship.

PERFORMANCE IMPROVEMENT MODEL WITH STRATEGY ORIENTATION MIX AND MARKETING MIX BASED ON THE USE OF INFORMATION TECHNOLOGY FOR SMALL BUSINESS BATIK CENTRAL JAVA

The purpose of this study is to produce a model for improving the performance of batik small businesses based on the use of information technology. The preparation of this model starts from proving the influence of the strategic orientation mix and marketing mix on the performance of Batik small businesses. The strategic orientation mix consists of organizational change capability, innovation orientation, competitive advantage and market orientation strategy. Market orientation strategy consists of customer and competitor orientation strategies. The marketing mix consists of product, price, distribution, promotion. The effect of this variable is determined by the use of information technology. Information technology consists of social media, e-commerce and information systems 
 The research population is Batik small business in Central Java. A sample of 100 was selected by convenience sampling technique, Structural Equation Model (SEM) analysis was used to examine the effect of independent variables on the performance of small batik businesses, the role of the use of information technology in moderating the strategic orientation mix and marketing mix on the performance of batik small businesses.
 This model proves that the strategic orientation variable and the marketing mix have a significant positive effect on the performance of small batik businesses by being moderated by the use of information technology.
 
 Keywords: Model, Performance; Batik; Use of information technology, Small business

New Mainstream Films and Television Dramas in China: The Construction of Industrial Aesthetics and Consumption of Youth Culture

Abstract As a significant industrial and cultural phenomenon, the rise of new mainstream films and TV dramas in China embodies the inclusion of multiple cultures (mainstream culture, grassroot culture, youth culture, etc.) and the respect for diverse audiences. In particular, such trends bring into focus the youth market and explore the image-based expression of youth culture, subculture and fashion culture. However, this author argues that the production of such films and TV dramas also needs to further pursue market-orientated strategies, sustainable development, and conformity to industrial standards. In short, the production of new mainstream films and TV dramas should not revert to the previous production pattern of mainstream films.

Reframing market-orientation: A comparative study of the market orientation concept in the subcultures of university employees

Abstract In a higher education institution, perceptions and values are split due to the emergence of subcultures, and market orientation is split into competitive, customer (student) and interfunctional orientation. This study seeks to shed light on the concept of market orientation in this context through a comparison of perceptions and values of market orientation in subcultures in a higher education institution in Hungary and consider avenues for potential best practice. Through a mixed method approach, subcultures are identified and are found to exhibit a combination of overlapping and disparate market-oriented values and perceptions. Market orientation is found to be a continuum and affected by an array of latent variables, such as level of support (institutional and collegial), attitudes to performance appraisal and extent of external focus. Management must tailor the initial message of a market orientation strategy to the shared values at the organizational level, and then adjust the message and incentives to each subculture. In this way, management can create an atmosphere of cohesion, whilst addressing diversity in subcultures.

Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan

The study explores the importance of market orientation strategy to enhance brand performance and the mediating role of positioning strategies. The researcher used questionnaires to collect data from the managers of middle and high fashion apparel manufacturing firms based on the quantitative research approach. The data was collected from 220 managers who were directly involved in the decision-making process. The analysis has revealed a significant impact of market orientation strategy on Pakistan’s fashion brands' performance, with the mediating effect of positioning strategies. The management of firms must give considerable importance to market orientation strategies to enhance overall brand performance. The market orientation strategies’ development is also helpful in building different positioning strategies through which performance gets enhanced. This study contributes valuable literature because it focuses on the fashion apparel industry's context, which is almost most important for everyone in the present era. Firms can focus on tight product quality control, innovative manufacturing processes, trained and experienced personnel, and extensive customer service.

Pengaruh Strategi Orientasi Pasar terhadap Kinerja Perusahaan (Studi kasus pada Industri Ritel Furniture di Kota Padang)

The Covid 19 Pandemic period, from March 2020 to the present. Disrupt company performance in several business sectors in Indonesia. Whether it's small businesses, medium businesses as well as large businesses, even though they are not spared from being affected by the current corona pandemic disaster. In the city of Padang, in addition to basic needs, namely food, secondary needs such as furniture also experienced a decline in demand. Several furniture retail businesses carry out marketing strategy improvement activities to maintain their business performance. One of the company strategies that can be used is a market orientation strategy to improve the company's performance in the future. The company's understanding of the market orientation strategy includes aspects of customers, competitors (Intelligence Generation), good ability to coordinate between functions (Intelligence Dissemination) and provide appropriate responses and responses in formulating the next strategy (responsiveness) within the company. positive and significant contribution to company performance.

Pengaruh Orientasi Pasar Terhadap Kinerja Perusahaan (Studi Pada Industri Ritel Komputer Di Kota Padang)

To win the competition, each party in the computer and IT industry needs to continue to increase the capacity of
 their respective companies. One thing that must be improved is managing market information. It's not a secret
 anymore now, who gets the information earlier it will be easy and win the competition. Information is not only
 used as data for the company, but needs to be followed up as part of the company's improvement process. One
 of the company strategies that can be used is a market orientation strategy to improve the company's
 performance in the future. The company's understanding of the market orientation strategy includes aspects of
 customers, competitors (Intelligence Generation), good ability to coordinate between functions (Intelligence
 Dissemination) and provide appropriate responses and responses in formulating the next strategy
 (responsiveness) within the company. positive and significant contribution to company performance.

Effect of Information Capital Readiness on Business Performance in Indonesian MSMEs: Does Online Market Orientation Matter?

The focus of this study is to investigate the mediating role of online market orientation on information capital readiness-business performance relationship. The construct of information capital readiness is rarely researched. The readiness here refers to the availability of information capital needed to support strategy execution. As quantitative research, this study employs the partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. Data was collected using questionnaires from the owners/managers of the micro, small, and medium-sized enterprises (MSMEs) in the East Java Province, Indonesia. As many as 433 respondents had participated. The result indicates that information capital readiness directly and positively affects business performance. Further analysis reveals that online market orientation partially mediates information capital readiness-business performance relationship. In conclusion, this study suggests that the owners/managers of the MSMEs should improve their information capital readiness to support online market orientation strategy so that it can improve their business performance. This is the first study that brings together the issues of information capital readiness and online market orientation as the antecedents of business performance in the Indonesian MSMEs research setting. The mediating role of online market orientation is rarely explored in previous studies.