Developing a market orientation / Rohit Deshpandé, editor.

Format:

Book

Contributor:

Deshpande, Rohit.

Marketing Science Institute.

Language:

English

Subjects (All):

Marketing research.

Customer services.

Corporate culture.

Organization.

Competition.

Physical Description:

vii, 320 pages : illustrations ; 24 cm

Place of Publication:

Thousand Oaks, Calif. : Sage Publications, [1999]

Summary:

The Marketing Service Institute has a 38 years history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation' has only been available as a series of working papers, is now presented in book form for the first time by Sage Publications.

This book demonstrates the importance of market orientation on organizational culture ( the shared set of values in putting customer first), on strategy (creating superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating an d satisfying customers)

Contents:

2. Market Orientation: The Construct, Research Propositions, and Managerial Implications / Ajay K. Kohli, Bernard J. Jaworski 7

3. The Effect of Market Orientation on Business Profitability / John C. Narver, Stanley F. Slater 45

4. Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis / Rohit Deshpande, John U. Farley, Frederick E. Webster, Jr. 79

5. Market Orientation: Antecedents and Consequences / Bernard J. Jaworski, Ajay K. Kohli 103

6. Market Orientation, Performance, and the Moderating Influence of Competitive Environment / Stanley F. Slater, John C. Narver 135

7. Does Market Orientation Matter for Small Firms? / Alfred M. Pelham, David T. Wilson 167

8. Market Orientation and Business Performance: An Analysis of Panel Data / John C. Narver, Robert L. Jacobson, Stanley F. Slater 195

9. Understanding Market Orientation: A Prospectively Designed Meta-Analysis of Three Market Orientation Scales / Rohit Deshpande, John U. Farley 217

10. Market Oriented Is Not Enough: Build a Learning Organization / Stanley F. Slater, John C. Narver 237

11. The Influence of Market Orientation on Channel Relationships: A Dyadic Examination / Judy A. Siguaw, Penny M. Simpson, Thomas L. Baker 267

Appendix Publication History 303.

Notes:

Papers originally published as Marketing Science Institute working papers.

Includes bibliographical references and indexes.

ISBN:

076191692X

0761916938

OCLC:

40043516