market orientation customer value and superior performance pdf

Market orientation customer value and superior performance pdf

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Creating a Market Orientation


Intelligence generation and superior customer value

It has become conventional wisdom that an organization's ability to continuously generate intelligence about customers' expressed and latent needs, and about how to satisfy those needs, is essential for it to continuously create superior customer value. However, intelligence generation typically has been treated as a generic firm activity. The authors propose that there are four distinct modes of intelligence generation, each of which is part of a welldeveloped intelligence-generation capability.

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Most previous studies on market orientation have reported a positive relationship between market orientation and business performance [1] [2] [3] [4]. This has been attributed to the view that in contemporary business environment, customers prefer companies that can deliver coordinated long-lasting satisfaction and value through the products they offer [5]. As such, there is need for businesses to continuously generate information about the current and future customer needs and wants, disseminate this information to all departments and respond to changes promptly. As a result, market orientation becomes a crucial strategy or capability of an organization to stay competitive in the current uncertain business environment [6]. Despite the importance of market orientation to business success, systematic inquiries to gain a deeper understanding of the construct began, following the pioneering work of [7] and [8]. Since then, there have been several researches on market orientation and performance.

To browse Academia. Skip to main content. By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. Log In Sign Up. Download Free PDF. Market orientation, innovation capability and business performance: Insights from the global financial crisis Baltic Journal of Management,

Extant literature on the antecedents of university spin-off USO business performance has developed with the aim of highlighting those drivers that could foster the performance of such firms, focusing on a variety of factors. Less interest has been devoted to the market orientation—performance relationship, despite the positive link frequently found in the marketing literature. The aim of the present paper is therefore to fill this gap and investigate the relationship between market orientation MO and USO performance using the Netval database of Italian research spin-offs. To measure MO, we adopted an ad hoc questionnaire, and after testing its validity with a factor analysis, we performed a regression model. The results show that MO, particularly some of its components customer intelligence generation, intelligence dissemination, integration and inter-functional coordination , has an impact on business performance. This contribution presents some valuable research implications useful for academics, but professionals from new high-tech ventures and technology transfer offices may also benefit from this knowledge. Contributions : The study offers a better understanding of the span of applicability of Market Orientation MO concept.

Creating a Market Orientation

A great deal of attention has been devoted to the concept of market orientation in marketing academe and practice. Numerous perspectives have been proposed as researchers endeavor to conceptualize the market orientation construct and implement it in practice. Presents a conceptual framework that integrates five recently advanced perspectives on market orientation Deshpande, Farley, and Webster; Kohli and Jaworski; Narver and Slater; Ruekert; Shapiro. The similarities and differences are reviewed and a synthesized conceptualization of market orientation is offered, followed by a discussion of market orientation as a managerial versus cultural phenomenon to achieving a competitive advantage. Lafferty, B. Hult, G. Report bugs here.

Does Competitive Environment Moderate the Market Orientation-Performance Relationship? Journal of Marketing (January ), pp. CrossRefView.


A market orientation is a business culture in whichall employees are committed to the continuous creation of superiorvalue for customers. However, businesses report limited successin developing such a culture. Theory suggests that both approachescontribute to increasing a market orientation. It also suggeststhat when the a priori education of the programmatic approachis sharply focused on providing a foundation for the experientiallearning, the combined effect of the two learning strategiesis the largest. The implication is that the two strategies mustbe tailored and managed as a coordinated joint strategy for creatinga market orientation.

Manag Innov. Williams, Jr. The concepts of market orientation and innovation and their interrelationship with business success have been explored from a number of perspectives. However, research in this area has not explored the differences between start-up and mature companies. The results illustrate the differences in both types of company and reveals new insights with regard to market orientation and its constituent elements and its relationship with both incremental and radical innovations.

Antecedents and Consequences of market orientation: a brazilian meta-analysis and an international mega-analysis. E-mail address: valterafonsovieira yahoo. Market orientation has emerged as a significant antecedent of organizational performance and is presumed to contribute to the long-term success of a firm. The growing number of academic studies on market orientation and the mixed findings they have reported complicate the efforts among managers and academics to identify the real antecedents and outcomes of this construct.

Market orientation, customer value, and superior performance

Чатрукьян еще раз обвел глазами пустую лабораторию и нахмурился.

Intelligence generation and superior customer value

Еще и собственная глупость. Он отдал Сьюзан свой пиджак, а вместе с ним - Скайпейджер. Теперь уже окаменел Стратмор. Рука Сьюзан задрожала, и пейджер упал на пол возле тела Хейла. Сьюзан прошла мимо него с поразившим его выражением человека, потрясенного предательством.

Человек сунул руку в карман и, вытащив пистолет, нацелил его Беккеру в голову. - El anillo. Внезапно Беккера охватило чувство, которого он никогда прежде не испытывал. Словно по сигналу, поданному инстинктом выживания, все мышцы его тела моментально напряглись. Он взмыл в воздух в тот момент, когда раздался выстрел, и упал прямо на Меган.

Хейл должен был умереть - за страну… и честь. Агентство не может позволить себе еще одного скандала. Стратмору нужен был козел отпущения. Кроме всего прочего, Хейл был настоящим ходячим несчастьем, готовым свалиться на голову в любую минуту. Из задумчивости Стратмора вывел звонок мобильного телефона, едва слышный в завывании сирен и свисте пара. Не останавливаясь, он отстегнул телефон от брючного ремня. - Говорите.

Именно этим принципом вдохновлялся Стратмор, приступая к созданию ТРАНСТЕКСТА. Он недвусмысленно гласит, что если компьютер переберет достаточное количество ключей, то есть математическая гарантия, что он найдет правильный. Безопасность шифра не в том, что нельзя найти ключ, а в том, что у большинства людей для этого нет ни времени, ни необходимого оборудования. Стратмор покачал головой: - Это шифр совершенно иного рода. - Иного рода? - Сьюзан смотрела на него вопрошающе. Невзламываемый шифр - математическая бессмыслица.


  • Nadine V. 17.11.2020 at 07:55

    Market orientation perspectives include the decision-making perspective Shapiro , , market intelligence perspective Kohli and Jaworski, , [1] culturally based behavioural perspective Narver and Slater, , strategic perspective Ruekert, [2] and customer orientation perspective Deshpande et al.


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