Market orientation and corporate success: findings from Germany
Tóm tắt
The significance of the market orientation for corporate management is the subject of a long‐standing controversy. This empirical study conducted in Germany, the largest European market, shows that together with other basic dimensions of management, the market orientation contributes substantially to corporate success. Indicates that popular practical measures designed to implement the market orientation within the organization may cause negative side effects in terms of corporate success. These risks could be controlled by taking a number of actions suggested in this article. Detecting these risks requires a holistic research approach to corporate management, of which the market orientation represents only one basic dimension. An integrated perspective of research, such as the one presented in this paper, represents a new approach for conducting empirical research on the question of whether the market orientation exerts an impact on corporate success.
Từ khóa
Tài liệu tham khảo
Anderson, P.F. (1982, “Marketing, strategic planning and the theory of the firm”, Journal of Marketing, Vol. 46, Spring, pp. 5‐26.
Bagozzi, R.P. (1980, Causal Models in Marketing, Wiley, New York, NY.
Bagozzi, R.P. (1981, “An examination of the validity of two models of attitude”, Multivariate Behavioral Research, Vol. 16, July, pp. 323‐59.
Bennett, R.C. and Cooper, R.G. (1979, “Beyond the marketing concept”, Business Horizons, Vol. 22, June, pp. 76‐83.
Bennett, R.C. and Cooper, R.G. (1981, “The misuse of marketing: an American tragedy”, Business Horizons, Vol. 24, November‐December, pp. 51‐61.
Bleicher, K. (1991, Das Konzept Integriertes Management, Campus, Frankfurt and New York, NY.
Bower, J.L. and Christensen, C.M. (1995, “Disruptive technologies: catching the wave”, Harvard Business Review, Vol. 73, January/February, pp. 43‐53.
Brockhoff, K. (1989, Schnittstellen‐Management, (Interface Management), Poeschel, Stuttgart.
Carlzon, J. (1987, Moments of Truth, HarperCollins, Cambridge, MA.
Cooper, R.G. (1985, “Overall corporate strategies for new product programs”, Industrial Marketing Management, Vol. 14, pp. 183‐9.
Cyert, R.M. and March, J.G. (1963, A Behavioral Theory of the Firm, Prentice‐Hall, Englewood Cliffs, NJ.
Day, G.S. (1994, “The capabilities of market‐driven organizations”, Journal of Marketing, Vol. 58, October, pp. 37‐52.
Deshpandé, R., Farley, J.U. and Webster, F. Jr (1993, “Corporate culture, customer orientation and innovativeness in Japanese firms: a quadred analysis”, Journal of Marketing, Vol. 57, January, pp. 23‐37.
Fornell, C. and Larcker, D.F. (1981, “Evaluating structure equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, February, pp. 39‐50.
Freeman, R.E. (1984, Strategic Management: A Stakeholder Approach, Pitman, Boston, MA.
Fritz, W. (1990, “Marketing ‐ ein Schlüsselfaktor des Unternehmenserfolgs?” (“Marketing ‐ a key factor in corporate success?”), arketing ‐Zeitschrift für Forschung und Praxis, Vol. 12, pp. 237‐46.
Fritz, W. (1992, Marktorientierte Unternehmensführung und Unternehmenserfolg, (Market‐oriented Management and Corporate Success), 2nd ed. 1995, Schäffer‐Poeschel, Stuttgart.
Gerken, G. (1990, Abschied vom Marketing, (Farewell to Marketing), Econ, Düsseldorf.
Hayes, R.H. and Abernathy, W.J. (1980, “Managing our way to economic decline”, Harvard Business Review, Vol. 58, July‐August, pp. 67‐77.
Homburg, C. (1995, “Kundenähe von Industriegüterunter‐nehmen”, Gabler, Wiesbaden.
Houston, F.S. (1986, “The marketing concept: what it is and what it is not”, Journal of Marketing, Vol. 50, April, pp. 81‐7.
Jaworski, B.J. and Kohli, A.K. (1993, “Market orientation: antecedents and consequences”, Journal of Marketing, Vol. 57, July, pp. 53‐70.
Jöreskog, K.G. and Sörbom, D. (1988, Lisrel VII: A Guide to the Program and Applications, SPSS, Chicago, IL.
Kinnear, T.C., Bernhardt, K.L. and Krentler, K.A. (1995, Principles of Marketing, 4th ed., Harper Collins, New York, NY.
Kohli, A.K. and Jaworski, B. (1990, “Market orientation: the construct, research propositions, and managerial implications”, Journal of Marketing, Vol. 54, April, pp. 1‐8.
Kotler, P. (1994, Marketing Management: Analysis, Planning, Implementation, and Control, 8th ed., Prentice‐Hall, Englewood Cliffs, NJ.
Marketing Science Institute (1990, Research Priorities 1990‐1992, Marketing Science Institute, Cambridge, MA.
Narver, J.C. and Slater, S.F. (1990, “The effect of a market orientation on business profitability”, Journal of Marketing, Vol. 54, October, pp. 20‐35.
Ohmae, K. (1991, The Borderless World, HarperCollins, Cambridge, MA.
Shapiro, B.P. (1988, “What the hell is ‘market oriented’?”, Harvard Business Review, Vol. 66, November/December, pp. 119‐25.
Varadarajan, P. (Ed.) (1983, The Marketing Concept: Perspectives and Viewpoints, Proceedings of Workshops, Marketing Department, Texas A & M University, College Station, TX.
Webster, F.E. Jr (1988, “The rediscovery of the marketing concept”, Business Horizons, Vol. 31, May‐June, pp. 29‐39.
Webster, F.E. Jr (1991, Industrial Marketing Strategy, 3rd ed., Wiley, New York, NY..