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.
Зміст
Introduction – Rohit Deshpandé
Market Orientation – Ajay K Kohli and Bernard J Jaworski
The Construct, Research Propositions and Managerial Implications
The Effect of Market Orientation on Business Profitability – John C Narver and Stanley F Slater
Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms – Rohit Deshpandé, John U Farley and Frederick E Webster Jr
A Quadrad Analysis
Market Orientation – Bernard J Jaworski and Ajay K Kohli
Antecedents and Consequences
Market Orientation, Performance and the Moderating Influence of Competitive Environment – Stanley F Slater and John C Narver
Does Market Orientation Matter for Small Firms? – Alfred M Pelham and David T Wilson
Market Orientation and Business Performance – John C Narver, Robert L Jacobson and Stanley F Slater
An Analysis of Panel Data
Understanding Market Orientation – Rohit Deshpandé and John U Farley
A Prospectively Designed Meta-Analysis of Three Market Orientation Scales
Market Orientated Is Not Enough – Stanley F Slater and John C Narver
Build a Learning Organization
The Influence of Market Orientation on Channel Relationships – Judy A Siguaw, Penny M Simpson and Thomas L Baker
A Dyadic Examination
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