The discussion in the paper has been done from various perspectives in the light of relevant past and modern researches while keeping the focus towards explaining how market orientation and entrepreneurial orientation practices of a firm allow it to achieve a competitive advantage in the industry by effectively differentiating its products. Market organization customer organization demand schedules, whereas only one was recognized before. The effect of market orientation on service innovation. However, as they point out, these propositions need empirical validation. Pdf antecedents and consequences of market orientation. Antecedents and consequences of individual market orientation. An exploration of customerdefined perception of market.
For instance, the articles collected measure neither the consequences of market orientation, such as quality, customer loyalty and role conflict, nor the antecedents of market orientation, such as interdepartmental conflict and market based reward systems. The construct, research propositions, and managerial implications the literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. Effect of marketing orientation on business performance. Market orientation in a developing nation antecedents. The authors examine the effect of national culture on the relationship between market orientation and selected managerial antecedents.
However, previous research outside of north america has utilized a wide variety of operational and conceptual definitions of performance, producing an equivocal set of findings. The findings from two national samples suggest that a market orientation is related to top man agement emphasis on the orientation, risk aversion of top managers. Business economics and management 2015 conference, bem2015 effect of marketing orientation on business performance. The adoption of market article orientation in higher. Whats the difference, prime focus the professional journal for australian primary school leaders april pp2829 all schools market to some extent, but very few are market oriented. In the direct effects model, market orientation appears to be the most important overall determinant of business performance. Pdf the antecedents and consequences of market orientation. Antecedents and consequences of market orientation on business performanceof the insurance doi. The authors synthesize extant knowledge on the subject and provide a. In that sense, figure 1 presents the adjusted theoretical model.
On one hand, researchers in the field of marketing have claimed the need to. Linked references are available on jstor for this article. Antecedents and consequences of market orientation on. Marketing orientation antecedents and consequences journal of marketing 1993. The antecedents and consequences of market orientation in australia article pdf available in australian journal of management 252. Associate professor in the department of marketing at the karl eller graduate school of management, university of arizona, tucson and currently visiting associate professor, harvard business school. Article information, pdf download for market orientation. The antecedents and consequences of customercentric marketing jagdish n. The impact of market orientation on business performance.
Market orientation has emerged as a significant antecedent of organizational performance and is presumed to contribute to the longterm success of a firm. First, the study provides a quantitative summary of the bivariate findings regarding the antecedents and the con. Antecedents, environmental moderators and consequences of market orientation. Theoretically, there are two key research topics that are relevant to the study of market. Entrepreneurship orientation, market orientation, business. Pdf antecedents and consequences of individual market. In this study, we propose a four dimensional framework. Phd school of business, covenant university, otanigeria. The subject of market orientation has been of interest to both researchers and practitioners for several years. Background and objectives market orientation is the implementation of the marketing concept, and is defined as comprising three sets of activities.
Antecedents, environmental moderators and consequences of. Recent research offers evidence on the applicability of a customerdefined market orientation construct. Specifically, market orientation was found to have a significant and positive effect on innovativeness. The main purpose of this article is to study the antecedents internal market orientation and the consequences innovation, organizational commitment and performance of market orientation in industrial smes. This study extends this line of research by exploring the customerdefined market orientation antecedents and outcomes in nonprofit organizations such as higher education institutions. Marketing orientation antecedents and consequences journal of. Dec 01, 2001 following these studies and their proposals of application in other sectors, a market orientation model is developed, from a public management perspective, in the setting of local governments through testing a set ofhypotheses about the construct and its antecedents and consequences. There is a difference between marketing and market orientation. How environmental factors influence the adoption of market orientation has received scant attention in the literature. An exploration of customerdefined perception of market orientation. Export experience, export dependence and coordinating capabilities were found to be positively related to export marketoriented activities.
Antecedents and consequences of market orientation in non. The findings from two national samples suggest that a market orientation is related to top management emphasis on the orientation, risk aversion of top managers, interdepartmental conflict and connectedness, centralization, and reward system orientation. Pdf antecedents and consequences of market orientation in. Mahmoud, adelaide kastner, and joseph yeboah journal of medical marketing 2010 10. The construct, research propositions, and managerial implications the literature reflects remarkably little effort to develop a framework for understanding the implemen. Top management plays a critical role in moulding organisational values and fostering mo. H4 b the greater the export market oriented rewards systems the stronger the relationship between wrspdqdjhphqwvhpskdvlvrq export market orientation and export market orientation of a university. The antecedents and consequences of customercentric marketing.
The work of jaworski and kohli 1993 inspired a substantial body of literature that empirically examined the antecedents and consequences of a market orientation. Adoption of market orientation is an investment decision involved with benefit and cost considerations. Multidimensions of market orientation from the literature will be used to. Marketing v market orientation lawrie drysdale drysdale, l. Antecedents and consequences of market orientation in public organisations article pdf available in european journal of marketing 351112. The antecedents and consequences of market orientation in.
Antecedents explaining why some local governments are more. The greater the top management emphasis on market orientation, the greater the overall market orientation of the organisation. The purpose of this study is to measure the levels of 1 market orientation and 2 service innovation, in addition to investigate the effect of market orientation on service innovation within information and communication technology ict sector in jordan. The businessperformanceconsequences of market orientation are a central topic in marketing. The paper also examines the research methodology employed in the studies and suggests solutions to the identified problems. A study of pharmaceutical firms in ghana mohammed a. Pdf the aim of this article is to link research on market orientation in the field of marketing with the proposals of reform and modernisation made in. Presents findings from two crosssectional mail surveys designed to measure market orientation, its antecedents, and consequences. This study extends this line of research by exploring the customerdefined market orientation antecedents and outcomes in nonprofit organizations such as higher.
The antecedents to mo identified by jaworski and kohli 1993 are. Sisodia bentley college arun sharma university of miami as we enter the twentyfirst century, the marketing function remains concerned with serving customers and consumers effectively. In the organizational context, marketingthought leaders developed the concept of market orientation kohli. Antecedents to the export market orientation of hungarian.
Antecedents to the export market orientation of hungarian higher education institutions, and their export performance consequences. This paper examines the adoption of market orientation in the bangladesh private banking instry. This study fills the void by investigating the environmental antecedents to market orientation. Antecedents and consequences of market orientation in public. Pdf market orientation, innovation and organizational. Antecedents and consequences this research addresses three questions. H 5a the greater the export market oriented training system the. Thus, the purpose of this study is to emphasise the approach of market orientation concept in the particular context of higher education institutions and to display some general factors that can intensify or inhibit the market orientation adoption, labelled as antecedents, but also the consequences of market orientation implementation. Evidence from malaysia fariza hashim, taibah university abdul rahim abu bakar, taibah university abstract an emerging perspective on market orientation suggests that strategic insights may be gained when firms. Marketing v market orientation university of melbourne.
Market orientation consider to the creation of superior value for customers, competitors and their strengths and weaknesses, as well as interfunctional coordination faryabi et al, 2011. The antecedents and consequences of market orientation in australia. Furthermore, although a market orientation is posited to lead to greater customer satisfaction and or. The adoption of market orientation in higher education. Several propositions pertaining to the antecedents of a market orientation have recently been advanced by kohli and jaworski 1990. This paper extends the study of market orientation into the international arena by developing and testing hypotheses relating to the antecedents to and consequences of marketoriented activities in firms export operations. Market orientation a market orientation is a culture in which all employees are committed to the continuous creation of superior value for customers e. Antecedents and consequences of market orientation. A study on the food and beverage industry in sri lanka sanath dasanayaka bachelor thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay.