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    Market Orientation The Construct, Research Propositions, and Managerial Implications

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    Revanth Kumar
    This document summarizes a study investigating the meaning of market orientation, its antecedents, and consequences. The study defines market orientation as an organization's generation, dissemination, and responsiveness to market intelligence across departments. It finds that market orientation likely leads to higher customer satisfaction, employee commitment, and business performance, especially under conditions of high competition and weak economic conditions. It concludes by recommending actions top managers can take to improve their organization's level of market orientation, such as assessing its importance, demonstrating commitment to customers, promoting change-oriented attitudes, and reevaluating performance evaluations.

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    Market Orientation The Construct, Research Propositions, and Managerial Implications

    Uploaded by

    Revanth Kumar
    58 views2 pages
    This document summarizes a study investigating the meaning of market orientation, its antecedents, and consequences. The study defines market orientation as an organization's generation, dissemination, and responsiveness to market intelligence across departments. It finds that market orientation likely leads to higher customer satisfaction, employee commitment, and business performance, especially under conditions of high competition and weak economic conditions. It concludes by recommending actions top managers can take to improve their organization's level of market orientation, such as assessing its importance, demonstrating commitment to customers, promoting change-oriented attitudes, and reevaluating performance evaluations.

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    Market Orientation

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    This document summarizes a study investigating the meaning of market orientation, its antecedents, and consequences. The study defines market orientation as an organization's generation, dissemination, and responsiveness to market intelligence across departments. It finds that market orientation likely leads to higher customer satisfaction, employee commitment, and business performance, especially under conditions of high competition and weak economic conditions. It concludes by recommending actions top managers can take to improve their organization's level of market orientation, such as assessing its importance, demonstrating commitment to customers, promoting change-oriented attitudes, and reevaluating performance evaluations.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    58 views2 pages

    Market Orientation The Construct, Research Propositions, and Managerial Implications

    Uploaded by

    Revanth Kumar
    This document summarizes a study investigating the meaning of market orientation, its antecedents, and consequences. The study defines market orientation as an organization's generation, dissemination, and responsiveness to market intelligence across departments. It finds that market orientation likely leads to higher customer satisfaction, employee commitment, and business performance, especially under conditions of high competition and weak economic conditions. It concludes by recommending actions top managers can take to improve their organization's level of market orientation, such as assessing its importance, demonstrating commitment to customers, promoting change-oriented attitudes, and reevaluating performance evaluations.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 2

    Market Orientation: The Construct, Research Propositions, and

    Managerial Implications
    Ajay K. Kohli and Bernard J. Jaworski

    Subject
    An investigation of the meaning of market orientation, its antecedents, and consequences.
    Type of Paper
    A conceptual framework with detailed propositions based on a synthesis of data from 62 field
    interviews in 47 diverse organizations and existing literature.
    Objective
    To offer a more precise definition of market orientation, and to identify actions managers
    may take to improve the market orientation of their organizations. To identify the impact of a
    market orientation on customers, employees, and business performance, and the conditions
    under which these effects are likely to be either more or less pronounced.
    Sample
    Top management, managers in various functional specialties at all levels, and academics
    interested in organizational aspects of marketing.
    Main Points
    Market orientation may be defined as the organization-wide generation of market
    intelligence, or information on customers' current and future customer needs, dissemination
    of that information across departments, and organization-wide responsiveness to it. Market
    orientation refers to the way that an organization implements the marketing concept.
    This three-component view of market orientation (generation, dissemination, and
    responsiveness to market intelligence) makes it possible to diagnose an organization's level of
    market orientation, pinpoint specific deficiencies, and design interventions tailored to the
    particular needs of an organization.
    Market orientation involves taking concrete actions in response to market intelligence. These
    actions relate to targeting select market segments and designing new products and programs
    or modifying existing ones to meet customer needs. It is important to emphasize that a market
    orientation is not the exclusive responsibility of marketing departments, but rather is an
    organization-wide mode of operation.
    In general, a market orientation is likely to lead to higher
    (1) customer satisfaction and repeat business.
    (2) esprit de corps, job satisfaction, and employee commitment; and
    (3) business performance. A market orientation is likely to be more strongly related to
    performance under conditions of high market turbulence, technological stability, strong
    competition, and weak economic conditions.
    Implications
    - Top managers should first assess the extent to which it is important for their
    organizations to be market oriented.
    - The impetus for change must come from top managers who should demonstrate their
    commitment to customers and a market orientation both in speech and deed.
    - Top managers should seriously consider promoting a change-oriented attitude,
    encouraging considered risk taking, supporting mixed department training programs
    to foster interdepartmental harmony, instituting integrative mechanisms such as
    communication networks, and re-evaluating performance evaluation criteria so that
    rewards (compensation, appreciation) are based partly on employees' effort to make
    the organization market oriented.

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