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The dimensionality of the market orientation construct
Market orientation is the implementation of the marketing concept and the organisation-wide creation of customer value. While there have been various conceptualisations and operationalisations of the market orientation construct, marketing academics have focused on a set of information-processing ac...
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| Format: | Default Article |
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2019
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| Online Access: | https://hdl.handle.net/2134/37655 |
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| _version_ | 1818167516325740544 |
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| author | Jim Crick |
| author_facet | Jim Crick |
| author_sort | Jim Crick (4352605) |
| collection | Figshare |
| description | Market orientation is the implementation of the marketing concept and the organisation-wide creation of customer value. While there have been various conceptualisations and operationalisations of the market orientation construct, marketing academics have focused on a set of information-processing activities that managers and employees use to create a superior customer value provision to competitors. Moreover, although most researchers have studied market orientation as a multi-dimensional construct, others have used uni-dimensional approaches. In this literature review, the different approaches of market orientation are explored; plus, some recommendations are made about why marketing academics should not study market orientation as a uni-dimensional construct (based on conceptual and operational problems). That is, regardless of whether scholars investigate market orientation as a corporate culture or a set of firm-level behaviours (among other forms), there are several facets of the market orientation construct. This paper ends with some directions for future research. |
| format | Default Article |
| id | rr-article-9497375 |
| institution | Loughborough University |
| publishDate | 2019 |
| record_format | Figshare |
| spelling | rr-article-94973752019-10-10T00:00:00Z The dimensionality of the market orientation construct Jim Crick (4352605) Other commerce, management, tourism and services not elsewhere classified Market orientation Customer value Marketing concept Entrepreneurial marketing Business and Management not elsewhere classified Market orientation is the implementation of the marketing concept and the organisation-wide creation of customer value. While there have been various conceptualisations and operationalisations of the market orientation construct, marketing academics have focused on a set of information-processing activities that managers and employees use to create a superior customer value provision to competitors. Moreover, although most researchers have studied market orientation as a multi-dimensional construct, others have used uni-dimensional approaches. In this literature review, the different approaches of market orientation are explored; plus, some recommendations are made about why marketing academics should not study market orientation as a uni-dimensional construct (based on conceptual and operational problems). That is, regardless of whether scholars investigate market orientation as a corporate culture or a set of firm-level behaviours (among other forms), there are several facets of the market orientation construct. This paper ends with some directions for future research. 2019-10-10T00:00:00Z Text Journal contribution 2134/37655 https://figshare.com/articles/journal_contribution/The_dimensionality_of_the_market_orientation_construct/9497375 CC BY-NC-ND 4.0 |
| spellingShingle | Other commerce, management, tourism and services not elsewhere classified Market orientation Customer value Marketing concept Entrepreneurial marketing Business and Management not elsewhere classified Jim Crick The dimensionality of the market orientation construct |
| title | The dimensionality of the market orientation construct |
| title_full | The dimensionality of the market orientation construct |
| title_fullStr | The dimensionality of the market orientation construct |
| title_full_unstemmed | The dimensionality of the market orientation construct |
| title_short | The dimensionality of the market orientation construct |
| title_sort | dimensionality of the market orientation construct |
| topic | Other commerce, management, tourism and services not elsewhere classified Market orientation Customer value Marketing concept Entrepreneurial marketing Business and Management not elsewhere classified |
| url | https://hdl.handle.net/2134/37655 |