Developing a Market Orientation
The Marketing Science Institute (MSI) has a 38-year history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on "developing a market orientation," heretofore only available as a series of working papers, is presented in book form for the first time by Sage Publications, Inc. Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers). An illustrious group of authors under the leadership of MSI Executive Director Rohit Deshpandé, (Harvard Business School), has collaborated on this unique and timely book. The wisdom of Developing a Market Orientation should be experienced by all business leaders, scholars, and students.
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Chapter 1 Introduction
The Construct Research Propositions and Managerial Implications
Chapter 3 The Effect of Market Orientation on Business Profitability
A Quadrad Analysis
Antecedents and Consequences
Chapter 6 Market Orientation Performance and the Moderating Influence of Competitive Environment
Chapter 7 Does Market Orientation Matter for Small Firms?
An Analysis of Panel Data
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adhocracy analysis assess business performance business unit business's channel relationship coefficient commitment commodity businesses companies competitive advantage competitive intensity competitor orientation components construct cooperation coordination correlation Cronbach's alpha customer needs customer orientation customer retention Deshpandé dissemination distribution businesses dyad dyadic relationship effect of market emphasis employees factors Farley focus formalization Harvard Business Review hypothesized impact important industry influence innovation interdepartmental Journal of Marketing Kohli and Jaworski learning organization level of market literature mance market growth market intelligence market orientation market turbulence marketing concept marketing effectiveness measure of market moderator Narver and Slater Organizational culture organizational learning orientation and business panel data positive profitability random effects model regression relationship between market relative response sales growth sample SBUs scale seller significant small firms structure suggest supplier sustainable competitive advantage technological turbulence tion top management trust variables Webster Wensley Zaltman