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Developing a Market Orientation
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Developing a Market Orientation

Edited by:
  • Rohit Deshpande - Hauser Center for Nonprofit Organizations and Kennedy School of Government, Harvard University, Harvard University, USA

April 1999 | 328 pages | SAGE Publications, Inc
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.
Rohit Deshpandé
Introduction
Ajay K Kohli and Bernard J Jaworski
Market Orientation
The Construct, Research Propositions and Managerial Implications  
John C Narver and Stanley F Slater
The Effect of Market Orientation on Business Profitability
Rohit Deshpandé, John U Farley and Frederick E Webster Jr
Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms
A Quadrad Analysis  
Bernard J Jaworski and Ajay K Kohli
Market Orientation
Antecedents and Consequences  
Stanley F Slater and John C Narver
Market Orientation, Performance and the Moderating Influence of Competitive Environment
Alfred M Pelham and David T Wilson
Does Market Orientation Matter for Small Firms?
John C Narver, Robert L Jacobson and Stanley F Slater
Market Orientation and Business Performance
An Analysis of Panel Data  
Rohit Deshpandé and John U Farley
Understanding Market Orientation
A Prospectively Designed Meta-Analysis of Three Market Orientation Scales  
Stanley F Slater and John C Narver
Market Orientated Is Not Enough
Build a Learning Organization  
Judy A Siguaw, Penny M Simpson and Thomas L Baker
The Influence of Market Orientation on Channel Relationships
A Dyadic Examination  

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ISBN: 9780761916932
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