Developing a Market Orientation

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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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Inhalt

Chapter 1 Introduction
1
The Construct Research Propositions and Managerial Implications
7
Chapter 3 The Effect of Market Orientation on Business Profitability
45
A Quadrad Analysis
79
Antecedents and Consequences
103
Chapter 6 Market Orientation Performance and the Moderating Influence of Competitive Environment
135
Chapter 7 Does Market Orientation Matter for Small Firms?
167
An Analysis of Panel Data
195
A Prospectively Designed MetaAnalysis of Three Market Orientation Scales
217
Build a Learning Organization
237
A Dyadic Examination
267
Publication History
303
Author Index
305
Subject Index
312
About the Authors
319
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