Relevant bibliographies by topics / Market orientation

Academic literature on the topic 'Market orientation'

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Published: 4 June 2021
Last updated: 10 March 2023

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Journal articles on the topic "Market orientation"

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Filieri, Raffaele. "From market-driving to market-driven." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 238–57. http://dx.doi.org/10.1108/mip-02-2014-0037.

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Purpose – The purpose of this paper is to extend the literature on market-driven and market-driving management and analyzes the Benetton’s market orientation change from a market-driving to a market-driven orientation. Additionally, this study uses longitudinal data to measure the degree of success of the market-driven orientation. Design/methodology/approach – The study is based on a qualitative case study method and it discusses how Benetton has moved from a market-driving to a market-driven orientation. Findings – The paper analyzes the principal transformations the Benetton Group has gone through to implement a market-driven orientation, including the delocalization of the manufacturing and of trusted suppliers; the downstream integration process; the adoption of a flexible, efficient and responsive logistics; the implementation of a modern information systems infrastructure. Revenues data show that the company has benefited of the new orientation, but only in the short-run. Moreover, the early adoption of the market-driven orientation by competing firms (e.g. Zara) and the economic environment seem to play an influence on the performance of market-driven companies. Research limitations/implications – The single case study approach may limit the generalizability of the findings. However, this case study is unique and of high importance for managers in different industries. Originality/value – Although some studies have discussed the benefits of market-driven and market-driving orientations, no study has analysed how companies move from a market-driving to a market-driven orientation. Additionally, existing studies have proved market orientation’s influence on business performance using static measures. This study uses longitudinal data to show the effect of market-driven orientation on a company’s long-term competitive advantage.
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Gruber-Muecke, Tina, and Katharina Maria Hofer. "Market orientation, entrepreneurial orientation and performance in emerging markets." International Journal of Emerging Markets 10, no. 3 (July 20, 2015): 560–71. http://dx.doi.org/10.1108/ijoem-05-2013-0076.

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Purpose – The purpose of this paper is to examine how market-oriented and entrepreneurial-oriented behaviour drives firm performance in an emerging markets context. Design/methodology/approach – Using data from 170 Austrian exporters to Central and Eastern Europe, the authors test a conceptual model including market-oriented and entrepreneurial-oriented practices as predictors of performance. Findings – Results indicate that both market-orientated and entrepreneurial-oriented strategies have positive performance effects in emerging markets. Research limitations/implications – A limitation is that firms were not examined longitudinally, as this is a cross-sectional study. Future research may include longitudinal studies or focus on other markets/regions. Practical implications – Firms are encouraged to adopt a market-oriented and entrepreneurial-oriented strategy to achieve better results in international, emerging market operations. Originality/value – The authors add to the emerging economy research literature by studying the relevance of market orientation and entrepreneurial orientation in determining firm performance in emerging markets. Furthermore, this study supports the generalizability of findings from an advanced to an emerging economies research setting.
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Uncles, Mark. "Market Orientation." Australian Journal of Management 25, no. 2 (September 2000): i—ix. http://dx.doi.org/10.1177/031289620002500201.

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Shoham, Aviv, and Gregory M. Rose. "Market Orientation." Journal of Global Marketing 14, no. 4 (May 4, 2001): 5–25. http://dx.doi.org/10.1300/j042v14n04_02.

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Fang, Shyh-Rong, Enchi Chang, Chueh-Chu Ou, and Chia-Hui Chou. "Internal market orientation, market capabilities and learning orientation." European Journal of Marketing 48, no. 1/2 (February 4, 2014): 170–92. http://dx.doi.org/10.1108/ejm-06-2010-0353.

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Pehrsson, Tobias. "Do types of strategic orientations make a difference?" European Business Review 32, no. 1 (January 2, 2020): 26–45. http://dx.doi.org/10.1108/ebr-03-2018-0071.

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Purpose The purpose of this paper is to create a new research direction within the domain of firms’ strategic orientations. Design/methodology/approach Based on data from Swedish multinational corporations (MNCs), this paper identifies types, i.e. configurations, of strategic orientations involving the components of entrepreneurial orientation and market orientation, and examines relationships with performance in foreign markets. Cluster analysis identifies types, and linear regression analysis examines relationships with performance in foreign markets. Findings Four types of orientations were found: conservative; entrepreneurial; maximizing; and irresolute. Furthermore, it was found that the relationship with performance in foreign markets is most positive for the maximizing followed by the conservative and irresolute. Research limitations/implications First, it is established that entrepreneurial orientation and market orientation do not operate in isolation but are mutually supportive. Second, by establishing that type of orientations makes a difference for performance, this paper goes beyond the predominant view saying that just degrees matter. Third, the findings contribute to resource-advantage theory by establishing that competitive advantage results from resources being complementary in nature. Practical implications Instead of solely relying only on entrepreneurial orientation, or market orientation, corporations are advised to carefully evaluate their configuration of orientations. The evaluation is decisive because it cites implications for performance. Originality/value The study contributes to the literature on strategic orientation in a unique way as it captures performance implications stemming from types of strategic orientations.
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Lu, Weijing, Chengcheng Liu, and Xiaoping Zhao. "Market Orientation or Social Orientation?" China Nonprofit Review 9, no. 2 (December 12, 2017): 173–206. http://dx.doi.org/10.1163/18765149-12341330.

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AbstractThe current studies about the transformation of government-organized foundation (go-foundation) usually focus on “de-administration.” Basing on new institutionalism and resource dependence theory, the study adds substantive rationality to explaingo-foundation transformation in China, and chooses 4 typical cases in Lushan earthquake relief in 2013. The study finds that, thego-foundation goes towards two different directions during transformation: one is resource-oriented marketization and the other is value-oriented socialization. Different from enterprises, the influencing factors of foundation transformation not only include the institution system and resources but also inherent philanthropic value.
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Montiel-Campos, Héctor. "Entrepreneurial orientation and market orientation." Journal of Research in Marketing and Entrepreneurship 20, no. 2 (October 15, 2018): 292–322. http://dx.doi.org/10.1108/jrme-09-2017-0040.

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Purpose The purpose of this study is to provide a comprehensive qualitative review of the empirical accumulated knowledge on the relationship between entrepreneurial orientation (EO) and market orientation (MO). Design/methodology/approach To systematically review the empirical literature that simultaneously tests the core tenets of EO and MO, this study followed a multi-step approach, which has served as a replicable literature review method in previous studies. A final sample of 121 papers published between 1987 and 2016 was developed. Findings The results show that EO–MO relationship research has made considerable strides in recent years and is accelerating and broadening. This interest is manifested in the 83 journals and 266 authors that were identified. Additionally, the results confirm that the Anglo region contributed the majority of EO–MO relationships in the study sample. Finally, the 121 papers in the sample were organized into six different approaches, which in turn represent 53 research models where the unidimensional conceptualizations of EO and MO were predominant. Originality/value This study has shown that the EO–MO relationship has been studied from different approaches, which revealed several research models that advance the knowledge on relationships between EO and MO. EO and MO are, in turn, also positively associated with firm performance. Thus, the study results highlight numerous and varied fertile areas for future research that may offer a more detailed understanding of the EO–MO relationship.
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Mavondo, Felix T., Jacqueline Chimhanzi, and Jillian Stewart. "Learning orientation and market orientation." European Journal of Marketing 39, no. 11/12 (November 2005): 1235–63. http://dx.doi.org/10.1108/03090560510623244.

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Bašan, Lorena, Jasmina Dlačić, and Željko Trezner. "Communication with market segments - travel agencies' perspective." Tourism and hospitality management 19, no. 1 (2013): 49–64. http://dx.doi.org/10.20867/thm.19.1.4.

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Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In exploring marketing communication means, insights from Van der Merve (2003) were used. A selling orientation-customer orientation (SOCO) scale (Periatt, LeMay and Chakrabarty 2004) was implemented for exploring travel agencies’ business orientation. In exploring travellers’ motivations, insights from Ružic, Turkalj and Racic (2003), and Tomas Summer (2010) were used. Findings – Research results indicate that additional efforts should be made in restructuring travel agencies’ promotional budgets. Marketing communication means are not used according to the efficiency of their allocation. Therefore, the efficiency of marketing communication means used for reaching target markets should be taken into account. Additionally, travel agencies adapt their business orientation according to the importance of market segments. But future development and interaction with market segments should also be taken into account when adapting business orientation. Originality of this research – The originality is evident in the insights it provides about travel agencies’ communication efforts on target markets. It is original because it applies a selling orientation-customer orientation to a travel agency setting, and its research results indicate that business orientation implementation depends on the target market.
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Dissertations / Theses on the topic "Market orientation"

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Francescucci, Anthony. "Understanding the role of inter-firm market orientation in the market orientation-performance relationship." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/understanding-the-role-of-interfirm-market-orientation-in-the-market-orientationperformance-relationship(c35db6af-bd56-45ba-94b0-6a3076b3ebcb).html.

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The Market orientation (MO) phenomena have been meticulously studied in the marketing literature for more than three decades. While in the beginning MO had been investigated from a focal form perspective, it has evolved to account for the role it plays in distribution channels or supply chains. However, the perspective taken has consistently been from a focal firm perspective, either about its own or its partners market orientation. This study seeks to extend the theory on market orientation to account for the role that it plays within business relationships (i.e. inter-firm market orientation). IMO was initially conceptualized as the joint activities between the focal firm and its channel partner in joint intelligence generation, joint intelligence dissemination and joint customer responsiveness. This study develops the theory that a business relationship can be either market oriented or not and attempts to explain the effect of this inter-firm market orientation on relationship performance as well as focal firm performance. Specifically, this study asks the question, does inter-firm market orientation mediate the focal firm market orientation – performance relationship?This study was investigated using a two-stage approach. In the first stage, a measurement scale was developed and empirically tested to measure inter-firm market orientation. It was from the scale development efforts that the conceptualization of IMO was refined to include the joint intelligence cooperation and joint customer responsiveness efforts between the focal firm and its channel partners. It appears that the focal firm and their channel partner do not differentiate or separate the activities of intelligence generation and intelligence dissemination. They view it more as a cooperative effort. Additionally, the focus of the intelligence cooperation efforts appears to be more about intelligence collected through market research about end-user customers rather than by speaking with customers directly. Finally, the customer responsiveness efforts appear to be reactively focused rather than both reactively and proactively. The scale development was followed by the second stage where the revised IMO construct was included in a model in which it mediated the often-studied market orientation – performance relationship. A number of hypotheses were developed using various relationship theories such as transaction cost economics, resource-based view, and interaction approach. The model was tested with a sample of 130 informants using a variance-based structural equation modeling technique called partial least squares. The final analysis indicated that all paths were significant and that the IMO and relationship performance constructs partially mediated the MO – performance relationship. These findings suggest that it is important to understand both intra and inter-firm market orientation activities to truly understand their impact on business performance.
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Zhou, Yangping. "Market orientation and entrepreneurial orientation in a learning organization." Diss., Ludwig-Maximilians-Universität München, 2014. http://nbn-resolving.de/urn:nbn:de:bvb:19-174537.

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In this globe of brutal competition, market orientation and entrepreneurial orientation as two types of market-based learning constitute positional advantage to an organization, because this corporate cultural competitiveness is unique, rare, valuable, and inimitable. This dissertation focuses on the change management of market orientation and entrepreneurial orientation in a business unit with approximately 150 employees of a multinational company. It is structured in an evolving way with an overarching theoretical foundation from organizational culture and learning in organization connecting three studies. The first study investigates “what” are the factors (market orientation and entrepreneurial orientation) and how they lead to subjective business performance. The finding of the study reveals that in this business unit, market-oriented and entrepreneurial-oriented values significantly contribute to their respective behaviors. However, only the behavioral construct of interfunctional coordination from market orientation and behavioral construct of innovativeness from entrepreneurial orientation predict the significant impacts on the subjective business performance. Nevertheless, when taking all behavioral dimensions into account at the same time, subjective business performance is perceived to a very high degree. The second study presents “how” market orientation and entrepreneurial orientation can be changed at individual, group and organizational levels through implementing change interventions in the business unit. Quantitative results by comparing pre- and posttests exhibit no significant changes in organization-wide perception of market orientation and entrepreneurial orientation. However, significant differences have been observed among some groups in both tests. The final study aims to investigate change readiness of the business unit comprising of cognitive and affective components through interviews. Qualitative results from a multilevel approach show that the change readiness at individual level is higher than group level´s, and group level´s is higher than organizational level´s. It gives evidence that change initiatives start to bring out behavioral results and actions as well. Therefore, this dissertation offers comprehensive understanding on how an organization conceives, implements and initiates further activities over a period of time.
In diesem Umfeld mit einem unerbittlichen Wettbewerb und starker Markt- und Unternehmensorientierung erzeugen zwei Arten von Markt-basiertem Lernen einen Wettbewerbsvorteil für eine Organisation, da diese gemeinsame kulturelle Konkurrenzfähigkeit einzigartig, selten, wertvoll und unnachahmlich ist. Diese Dissertation fokussiert sich auf das Veränderungsmanagement für Markt- und Unternehmensorientierung in einem Geschäftsbereich mit ungefähr 150 Mitarbeitern einer multinationalen Firma. Es ist basierend auf einer überspannenden theoretischen Grundlage einer Organisationskultur und dem Lernprozess in einer Organisation welche drei Studien miteinander verbindet. Die erste Studie untersucht welche Faktoren (der Markt- und Unternehmensorientierung) und wie diese zu einer subjektiven Geschäftsleistung führen. Aus den Ergebnissen ist zu erkennen, dass die Markt- und Unternehmensorientierung stark zum erwarteten Verhalten beiträgt. Allerdings kann man nur von der Verhaltensweise der inter-funktionellen Koordination von Marktorientierung und der Innovativität von Unternehmensorientierung sagen, dass sie die subjektive Geschäftsleistung signifikant beeinflussen können. Dennoch, wenn alle Verhaltensweisen zur gleichen Zeit betrachtet werden, ist es möglich eine subjektive Geschäftsleistung auf hohem Niveau zu erhalten. Die zweite Studie zeigt wie die Markt- und Unternehmensorientierung auf Personen-, Gruppen- und Organisationsebene verändert werden kann durch die Einführung von Veränderungen in den Geschäftsbereichen. Quantitative Ergebnisse, die durch den Vergleich von vorab- und abschließenden Befragungen erzielt wurden, belegen keine signifikanten Änderungen in der organisationsweiten Wahrnehmung der Markt- und Unternehmensorientierung nach Umstrukturierungen. Dennoch wurden signifikante Unterschiede in einigen Gruppen beobachtet. Die letzte Studie zielt auf die Untersuchung der Veränderungsbereitschaft, welche kognitive und emotionale Komponenten beinhaltet, mittels Interviews. Qualitative Ergebnisse, aus einemmehrschichtigen Ansatz, zeigen, dass die Veränderungsbereitschaft bei einzelnen Personen höher ist als auf Gruppen- oder Organisationsebene. Außerdem beginnen Veränderungsinitiativen Verhaltensweisen und -Aktionen in der Organisation hervorzubringen. Daher liefert es umfassende Einblicke in die Dynamik von organisatorischen Veränderungen.
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Stefanuto, Lorenzo. "Market orientation in Italian wineries." Master's thesis, NSBE - UNL, 2014. http://hdl.handle.net/10362/11815.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
The purpose of this paper is to analyze the degree of market orientation that characterizes Italian wineries. Particular attention is paid to the relationship between market orientation and the main antecedents described in the most prominent literature. Relationships with new and different variables are hypothesized by our experience and informal contacts with owners of Italian wineries. The wine market is facing different challenges: globalization and the entrance of new important players have made the industry an environment in which competition is very fierce. Market orientation provides a strategic configuration useful to operate in such a scenario. Interviews with wineries’ managers confirm and even reinforce the theory. The organizational culture configuration of market-oriented wineries is put under the spotlight and significant positive relationships are found between openness and professional approach and Market Orientation and between Market Orientation and average price. Furthermore this paper shows that highly market oriented wineries are significantly smaller than their lowly market oriented counterparts.
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Ahmadi, Zahra. "Market orientation and public housing companies in the Swedish declining market." Licentiate thesis, KTH, Bygg- och fastighetsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-182043.

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The licentiate thesis consists of three papers with the particular topic in public housing. They discuss how the public housing companies manage the transition to higher economic demands meeting increased customer and market requirements. These studies focus specifically on how the public housing company deal with market challenges associated with the decision to demolish, maintain and/or new construction. Market-oriented perspective can be a tool for the public housing companies to achieve better customer value and enhance economic development. Although the market orientation concept has contributed to valuable improvements in research, the thesis assumes that it is necessary to distinguish between that the public housing companies operate market-oriented to meet customer requirements and their focus on innovation. Paper I develops market/innovation types and then investigates how public housing companies adapt to these types. It was found that economic conditions in the municipality have a major impact on the housing companies, causing them to act innovatively and create superior customer value by innovations. The study confirms that the implementation of market and innovation orientation contributes to competitive advantages in growing markets, while weak economic conditions impair implementation in declining markets. Paper II addresses how public housing companies in declining markets act based on the concept of market intelligence. This study suggested and tested whether there is a positive link between collecting customer information, disseminating it in the organization, and responding to customer needs, and whether this link has an impact on strategic performance. The result shows that weak links exist in the process; the efficiency of intelligence distribution in public housing companies is affected mainly by their responsiveness to customer needs. Paper III also addresses the public housing companies’ market strategies in declining markets. This study, based on a market-strategic perspective, compares how public housing companies act in relation to customer wants compared to the private housing market. The result shows that public housing companies are more engaged in carrying out new construction, renovation, and reconstruction, as well as taking more social responsibility compared to the private sector. In particular, their concern for the customers’ social needs is evident.

QC 20160215

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Sittimalakorn, Wuthichai. "Market orientation versus quality orientation : sources of superior business performance." Thesis, University of Strathclyde, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.405547.

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Moye, Ashley. "Market Orientation in Government Markets and Veteran-Owned Small Businesses." Thesis, Walden University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10125164.

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Inadequate resources, poor market strategy, competition, contract regulation, and disparate performance outcomes are issues small business owners face while competing for government contracts. The purpose of this correlational study was to examine the market orientation-business performance relationship and the influence of market factors among veteran-owned small businesses competing for government contracts in the United States. A survey with adapted MARKOR and Government Regulation Lassez-Faire scales was administered to 203 veteran-owned small business owners. Resource-advantage theory served as the theoretical foundation for this study. The results of the multiple linear regression were significant, suggesting that market orientation relates to firm performance and total contract revenue. However, the regression models had a poor fit, with R2 values ranging from .019 to .094, suggesting that significant results of this study lacked the power to conclude predictive accuracy. Market orientation did not significantly relate to contract bid to win rate and number of years in the government market. The PROCESS moderation analysis provided mixed results for market factors’ influence on the market orientation relationship with business performance outcomes. Study participants were market-oriented, with few seeing corresponding success. The introduction of new variables is necessary to make future models useful. Implications for positive social change include guidance for better-fitting models, ones that will inform the efforts to improve the survivability of small businesses in the B2G market. Veteran-owned small business owners should not waste resources on market orientation as a sole strategic focus for capturing and winning government contracts.

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ASZTALOS, RICHARD, and MATHIAS GIERTZ. "Market Orientation in Professional Service Firms : A Framework for Market Oriented Practices." Thesis, KTH, Industriell marknadsföring, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-153775.

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This report combines theoretical and empirical findings to create a holistic framework for market oriented practices within professional service firms. Changes in the business environment of technology consultancy firms, has developed a need to adopt more structured procedures in assessing the market place and in responding, both through external activities as well as through internal optimization. An assumption was made that the market orientation concept was of relevance in addressing this need. A qualitative empirical investigation was conducted at a large professional service firm mainly operating within the construction consulting industry in Sweden. The result provides a conceptual framework for practising market orientation, based largely on empirical findings, which in the conclusion is summarized into a model to visualize the interconnection of the different parts of market orientation. The framework developed is ‘The Market Orientation Model’ which is made up four stages; (1) ‘Assess Current State’ in which the goal is to understand the current state of the firm; current market, current services and current competences. (2) ‘Collect Intelligence’ where the collection of market intelligence, using a set of different processes, about the needs and demands of current, new and internal customers should be gathered. (3) ‘Create Insight’ which is the process of identifying the Market Potential or the Market Demand through processes of organization wide dissemination and analysis of the gathered intelligence. (4a) ‘Create Response Initiative’ where the aim is to create new, or develop existing service offerings to meet the demand or need of the market. (4b) ‘Create Sales Initiative’ which is the initiation of a sales attempt of existing services to new or existing customers. The model creates a summarized picture of what constitutes market orientation and how it can be adapted to an organization. It can be used to create a standardized approach for an entire organization in building a market oriented firm. By continuously following this model in a market oriented firm, greater alignment with market should be achieved.
Denna rapport kombinerar teoretiska och empiriska resultat för att skapa ett helhetstäckande ramverk för marknadsorienterad verksamhet inom professionella tjänsteföretag. Förändringar i dessa företags omvärld har utvecklat ett behov av att införa mer strukturerade rutiner för att bedöma marknaden och genom både marknadsinsatser och interna processförbättringar möta dessa förändringar. Ett antagande gjordes att marknadsorientering var ett relevant koncept för att bemöta detta behov. En kvalitativ empirisk studie genomfördes på ett större professionellt tjänsteföretag på den svenska teknikkonsultmarknaden med inriktning mot byggbranschen. Resultatet består av ett konceptuellt ramverk för marknadsorientering, som till stor del bygger på empiriska resultat. Detta sammanfattas i en modell för att visualisera kopplingarna mellan de olika delarna av marknadsorientering. Ramverket benämns som "The Market Orientation Model" som består  av fyra steg; (1) "Utvärdera aktuellt läge" där målet är att förstå den nuvarande situationen för företaget, den aktuella marknaden, nuvarande tjänster och nuvarande kompetenser. (2) "Samla information" med  målet  att  samla  in  marknadsinformation  om  befintliga,  nya  och  interna  kunders tjänstebehov med hjälp av en uppsättning processer. (3) 'Skapa ins ikt’, som är processen för att  identifiera  marknadens  potential  eller  efterfrågan  genom  processer  för  organisatorisk spridning och analys av informationen som erhållits i steg två. (4a) ’Bemötande’ där syftet är att skapa nya, eller utveckla befintliga tjänsteutbud för att möta efterfrågan eller behov på marknaden.  (4b)  'Försäljningsinitiativ’  där  man  skapar  en  riktad  säljinsats  av  befintliga tjänster till nya eller befintliga kunder. Modellen ger en sammanfattad bild av vad som utgör marknadsorientering och hur den kan anpassas   till   en   organisation.   Det   kan   användas   för   att   skapa   ett   standardiserat tillvägagångssätt för en organisation att bygga ett marknadsorienterat företag. Genom att följa denna modell inom ett företag bör en bättre anpassning till marknaden uppnås.
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Mellenius, Harriet. "Market Orientation as a Branding Strategy." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8866.

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This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish leading fashion retailer and an example of a brand using this strategy, is compared to three other multinational brands operating in Stockholm, Sweden, namely Topshop, Mango and United Colours of Benetton. The latter brands are known to use advertising to create brand awareness.

Fashion magazine attention was used as a measure of brand awareness. Data on the brand awareness was gathered by browsing three leading Swedish fashion magazines – Elle, Glamour and Damernas Värld – and the fashion section of the biggest Swedish tabloid, Aftonbladet.

It was found that market orientation can compete with advertising as a marketing strategy to create brand awareness, but only in part of the market segment. This was concluded from the fact that Zara was featured in some of the magazines, but not all of them.

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Hägglund, Charina Montemar. "Market Orientation as a Branding Strategy." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-88950.

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Taghian, Mehdi, and mikewood@deakin edu au. "Market fit, market orientation, and business performance: An empirical investigation." Deakin University. Deakin Business School, 2004. http://tux.lib.deakin.edu.au./adt-VDU/public/adt-VDU20050915.135152.

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This thesis investigated the congruence of an organisation to its intended target markets. It was hypothesised that the internal activities of an organisation are, potentially, structured in response to its market dynamics with the ultimate aim of achieving the organisational objective(s). Market fit has been conceptualised to represent the fit of an organisation to its operating market environment. The information for this study was collected from senior marketing decision makers, using a self-administered questionnaire. The sample comprised 216 companies from a mix of industries and organisational sizes in Australia. There is evidence to suggest that the association of market orientation and business performance is inconsistent under different business operating circumstances, due to the exclusion of the influence of key environmental moderators. The model of market fit attempts to overcome this condition. The results suggest that market fit is associated with measures of business performance, and the levels of association are different from those related to the market orientation measures, reflecting the influence of moderators. The categories of environmental moderators contributing at different levels to the market fit measure include: (1) marketing planning, (2) implementation of marketing decisions, (3) market orientation, (4) market strength, (5) generic strategies, (6) organisational culture, (7) familiarity with the marketing audit, and (8) the external environment. The marketing audit procedure has been recommended as a tool to assist with the establishment and maintenance of market fit. The results of this study indicate that organisational familiarity with, and the conduct of, the marketing audit periodically are low, and that market fit may be a better predictor of business performance, than is market orientation.
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Books on the topic "Market orientation"

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Gani, Mohammad Osman, Anisur R. Faroque, and Yoshi Takahashi. Export Market Orientation. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-19-8807-3.

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Rohit, Deshpande, and Marketing Science Institute, eds. Developing a market orientation. Thousand Oaks, Calif: Sage Publications, 1999.

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Lings, Ian N. Internal stakeholder orientation: An antecedent to market orientation. Birmingham: Aston Business School, Aston University, 1998.

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Deshpandé, Rohit. Understanding market orientation: A prospectively designed meta-analysis of three market orientation scales. Cambridge, Mass: Marketing Science Institute, 1996.

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Deshpande, Rohit. Understanding market orientation: A prospectively designed meta-analysis of three market orientation scales. Cambridge, Mass: Marketing Science Institute, 1996.

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English, M. Organisation structure incorporating market orientation. Manchester: UMIST, 1993.

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Customer orientation and market action. Upper Saddle River, N.J: Prentice Hall, 1998.

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Grunert, Klaus G., Hanne Hartvig Larsen, Tage Koed Madsen, and Allan Baadsgaard. Market Orientation in Food and Agriculture. Boston, MA: Springer US, 1996. http://dx.doi.org/10.1007/978-1-4613-1301-4.

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G, Grunert Klaus, ed. Market orientation in food and agriculture. Boston: Kluwer Academic Publishers, 1996.

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Hulland, John. The influence of strategic orientation on market orientation: A preliminary assessment. London, Canada: Western Business School, University of Western Ontario, 1994.

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Book chapters on the topic "Market orientation"

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Sørensen, Hans Eibe. "Market Orientation." In The Palgrave Encyclopedia of Strategic Management, 988–90. London: Palgrave Macmillan UK, 2018. http://dx.doi.org/10.1057/978-1-137-00772-8_355.

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Sørensen, Hans Eibe. "Market Orientation." In The Palgrave Encyclopedia of Strategic Management, 1–4. London: Palgrave Macmillan UK, 2016. http://dx.doi.org/10.1057/978-1-349-94848-2_355-1.

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Shi, Henry X. "Family Orientation, Market Orientation." In International Studies in Entrepreneurship, 75–103. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-04304-3_5.

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Gani, Mohammad Osman, Anisur R. Faroque, and Yoshi Takahashi. "Introduction." In Export Market Orientation, 1–8. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-19-8807-3_1.

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Gani, Mohammad Osman, Anisur R. Faroque, and Yoshi Takahashi. "Content Analysis and Categorization: Antecedent-Consequences and Outcome Relationship." In Export Market Orientation, 29–75. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-19-8807-3_5.

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Gani, Mohammad Osman, Anisur R. Faroque, and Yoshi Takahashi. "Future Research, Implication, Limitation and Conclusion." In Export Market Orientation, 77–84. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-19-8807-3_6.

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Gani, Mohammad Osman, Anisur R. Faroque, and Yoshi Takahashi. "Research Methodology." In Export Market Orientation, 9–16. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-19-8807-3_2.

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Gani, Mohammad Osman, Anisur R. Faroque, and Yoshi Takahashi. "Theoretical Assessment." In Export Market Orientation, 17–22. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-19-8807-3_3.

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Gani, Mohammad Osman, Anisur R. Faroque, and Yoshi Takahashi. "Methodological Assessment." In Export Market Orientation, 23–27. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-19-8807-3_4.

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Jeannet, Jean-Pierre, and Hein Schreuder. "Achieving Market Orientation." In From Coal to Biotech, 67–84. Berlin, Heidelberg: Springer Berlin Heidelberg, 2015. http://dx.doi.org/10.1007/978-3-662-46299-7_4.

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Conference papers on the topic "Market orientation"

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Kylmänen, Ville, Iiro Vaniala, and Juho-Petteri Huhtala. "MARKET ORIENTATION AND EMPLOYEE MARKET BASED INCENTIVES." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.07.04.03.

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Chakravorti, Samit. "Market Orientation of Firms in International Markets: A Review." In 3rd Annual International Conference on Enterprise Marketing and Globalization. Global Science and Technology Forum, 2013. http://dx.doi.org/10.5176/2251-2098_emg13.04.

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Oraman, Yasemin. "The Consumers' Functional Food Trend: Market Orientation, Market Opportunities." In Joint Conference ISMC 2018-ICLTIBM 2018 - 14th International Strategic Management Conference & 8th International Conference on Leadership, Technology, Innovation and Business Management. Cognitive-Crcs, 2019. http://dx.doi.org/10.15405/epsbs.2019.01.02.38.

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Shirshova, Olga. "MARKET ORIENTATION: INTERCONNECTION BETWEEN COMPANY TYPE AND MARKET ENVIRONMENT." In SGEM 2014 Scientific SubConference on POLITICAL SCIENCES, LAW, FINANCE, ECONOMICS AND TOURISM. Stef92 Technology, 2014. http://dx.doi.org/10.5593/sgemsocial2014/b23/s7.040.

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Margaretha, Clarencia, and Lydiawati Soelaiman. "Entrepreneurial Orientation, Market Orientation, and Organizational Culture on Business Performance." In Tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/aebmr.k.220501.058.

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Abdullah, Aznur Hajar. "Cyberpreneurship and market orientation: Cases from Malaysia." In 2011 International Conference on Research and Innovation in Information Systems (ICRIIS). IEEE, 2011. http://dx.doi.org/10.1109/icriis.2011.6125679.

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Zehir, Songül. "Product Development Capability, Market Orientation And Market Performance, A Research In Turkey." In ICLTIBM 2017 - 7th International Conference on Leadership, Technology, Innovation And Business Management. Cognitive-Crcs, 2019. http://dx.doi.org/10.15405/epsbs.2019.12.03.23.

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FAKHRUL, MUHAMMAD. "Environmental technological innovation and market demand: is market orientation a missing link?" In Fifth International Conference On Advances in Economics, Management and Social Study - EMS 2016. Institute of Research Engineers and Doctors, 2016. http://dx.doi.org/10.15224/978-1-63248-089-7-31.

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Sakagawa, Yuji, and Sami Kajalo. "THE EFFECTS OF ORGANIZATIONAL STRUCTURE ON MARKET ORIENTATION AND INNOVATION ORIENTATION IN RETAILING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.02.08.04.

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Zheng, Xin, and Yi Cui. "Entrepreneurial Orientation, Market Orientation and Firm Performance: The Mediator Role of Organizational Learning." In 2007 International Conference on Wireless Communications, Networking and Mobile Computing. IEEE, 2007. http://dx.doi.org/10.1109/wicom.2007.1083.

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Reports on the topic "Market orientation"

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Yaprak, Attila, and Cenk Koçaş. Do perceptions of market orientation vary across functions, managerial levels, and organizational cultures? Sabanci University, August 2012. http://dx.doi.org/10.5900/su_som_wp.2012.20264.

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Chi, Ting. Market orientation, firm strategy, and business performance: an empirical study of Chinese apparel industry. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-860.

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Matita, Mirriam, Ephraim Wadonda Chirwa, David Zingwe, and Jacob Mazalale. Use of Climate-Smart Agriculture Practices and Smallholder Farmer Market Participation in Central Malawi. Institute of Development Studies (IDS), February 2022. http://dx.doi.org/10.19088/apra.2022.003.

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In the past few decades, climate-smart agriculture (CSA) has been promoted to improve food security and raise incomes as a strategy for sustainable agricultural development. The adoption rates among smallholder farmers, particularly in Africa, remain low and have varied in different contexts. We investigated the market participation spill over effects from the adoption of CSA practices in central Malawi. We tested the hypothesis that the extent of the use of CSA practices in the past 10 years can lead to production surpluses that enable smallholder farmers to participate in markets and thereby increase agricultural incomes. The findings suggest, among others, the need to intensify efforts to promote CSA adoption specifically over a longer period for benefits of the technologies to materialise. The adoption of CSA practices over time enhances crop market participation – an important aspect required for production sustainability as well as for transforming agriculture towards greater market orientation among smallholder farmers.
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Shih, K. G., W. Kay, J. Woodside, R. Jackson, J. Adams, J. Drysdale, J S Bell, and A. J. Podrousek. Épaisseur de la croûte, sismicité et orientations des contraintes sur la marge continentale de l'Est du Canada. Natural Resources Canada/ESS/Scientific and Technical Publishing Services, 1990. http://dx.doi.org/10.4095/131460.

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Sherman, Amir, Rebecca Grumet, Ron Ophir, Nurit Katzir, and Yiqun Weng. Whole genome approach for genetic analysis in cucumber: Fruit size as a test case. United States Department of Agriculture, December 2013. http://dx.doi.org/10.32747/2013.7594399.bard.

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The Cucurbitaceae family includes a broad array of economically and nutritionally important crop species that are consumed as vegetables, staple starches and desserts. Fruit of these species, and types within species, exhibit extensive diversity as evidenced by variation in size, shape, color, flavor, and others. Fruit size and shape are critical quality determinants that delineate uses and market classes and are key traits under selection in breeding programs. However, the underlying genetic bases for variation in fruit size remain to be determined. A few species the Cucurbitaceae family were sequenced during the time of this project (cucumber was already sequenced when the project started watermelon and melon sequence became available during the project) but functional genomic tools are still missing. This research program had three major goals: 1. Develop whole genome cucumber and melon SNP arrays. 2. Develop and characterize cucumber populations segregating for fruit size. 3. Combine genomic tools, segregating populations, and phenotypic characterization to identify loci associated with fruit size. As suggested by the reviewers the work concentrated mostly in cucumber and not both in cucumber and melon. In order to develop a SNP (single nucleotide polymorphism) array for cucumber, available and newly generated sequence from two cucumber cultivars with extreme differences in shape and size, pickling GY14 and Chinese long 9930, were analyzed for variation (SNPs). A large set of high quality SNPs was discovered between the two parents of the RILs population (GY14 and 9930) and used to design a custom SNP array with 35000 SNPs using Agilent technology. The array was validated using 9930, Gy14 and F1 progeny of the two parents. Several mapping populations were developed for linkage mapping of quantitative trait loci (QTL) for fruit size These includes 145 F3 families and 150 recombinant inbred line (RILs F7 or F8 (Gy14 X 9930) and third population contained 450 F2 plants from a cross between Gy14 and a wild plant from India. The main population that was used in this study is the RILs population of Gy14 X 9930. Phenotypic and morphological analyses of 9930, Gy14, and their segregating F2 and RIL progeny indicated that several, likely independent, factors influence cucumber fruit size and shape, including factors that act both pre-anthesis and post-pollination. These include: amount, rate, duration, and plane of cell division pre- and post-anthesis and orientation of cell expansion. Analysis of F2 and RIL progeny indicated that factors influencing fruit length were largely determined pre-anthesis, while fruit diameter was more strongly influenced by environment and growth factors post-anthesis. These results suggest involvement of multiple genetically segregating factors expected to map independently onto the cucumber genome. Using the SNP array and the phenotypic data two major QTLs for fruit size of cucumber were mapped in very high accuracy (around 300 Kb) with large set of markers that should facilitate identification and cloning of major genes that contribute to fruit size in cucumber. In addition, a highly accurate haplotype map of all RILS was created to allow fine mapping of other traits segregating in this population. A detailed cucumber genetic map with 6000 markers was also established (currently the most detailed genetic map of cucumber). The integration of genetics physiology and genomic approaches in this project yielded new major infrastructure tools that can be used for understanding fruit size and many other traits of importance in cucumber. The SNP array and genetic population with an ultra-fine map can be used for future breeding efforts, high resolution mapping and cloning of traits of interest that segregate in this population. The genetic map that was developed can be used for other breeding efforts in other populations. The study of fruit development that was done during this project will be important in dissecting function of genes that that contribute to the fruit size QTLs. The SNP array can be used as tool for mapping different traits in cucumber. The development of the tools and knowledge will thus promote genetic improvement of cucumber and related cucurbits.
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Minot, Nicholas, Shahadat Hossain, Razin Kabir, Paul A. Dorosh, and Shahidur Rashid. Rice price stabilization in Bangladesh: Assessing the impact of public farm-gate and consumer price stabilization policy instruments on the overall grain market and developing policy orientations with a greater role for the private sector. Washington, DC: International Food Policy Research Institute, 2021. http://dx.doi.org/10.2499/p15738coll2.134539.

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Engel, Bernard, Yael Edan, James Simon, Hanoch Pasternak, and Shimon Edelman. Neural Networks for Quality Sorting of Agricultural Produce. United States Department of Agriculture, July 1996. http://dx.doi.org/10.32747/1996.7613033.bard.

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The objectives of this project were to develop procedures and models, based on neural networks, for quality sorting of agricultural produce. Two research teams, one in Purdue University and the other in Israel, coordinated their research efforts on different aspects of each objective utilizing both melons and tomatoes as case studies. At Purdue: An expert system was developed to measure variances in human grading. Data were acquired from eight sensors: vision, two firmness sensors (destructive and nondestructive), chlorophyll from fluorescence, color sensor, electronic sniffer for odor detection, refractometer and a scale (mass). Data were analyzed and provided input for five classification models. Chlorophyll from fluorescence was found to give the best estimation for ripeness stage while the combination of machine vision and firmness from impact performed best for quality sorting. A new algorithm was developed to estimate and minimize training size for supervised classification. A new criteria was established to choose a training set such that a recurrent auto-associative memory neural network is stabilized. Moreover, this method provides for rapid and accurate updating of the classifier over growing seasons, production environments and cultivars. Different classification approaches (parametric and non-parametric) for grading were examined. Statistical methods were found to be as accurate as neural networks in grading. Classification models by voting did not enhance the classification significantly. A hybrid model that incorporated heuristic rules and either a numerical classifier or neural network was found to be superior in classification accuracy with half the required processing of solely the numerical classifier or neural network. In Israel: A multi-sensing approach utilizing non-destructive sensors was developed. Shape, color, stem identification, surface defects and bruises were measured using a color image processing system. Flavor parameters (sugar, acidity, volatiles) and ripeness were measured using a near-infrared system and an electronic sniffer. Mechanical properties were measured using three sensors: drop impact, resonance frequency and cyclic deformation. Classification algorithms for quality sorting of fruit based on multi-sensory data were developed and implemented. The algorithms included a dynamic artificial neural network, a back propagation neural network and multiple linear regression. Results indicated that classification based on multiple sensors may be applied in real-time sorting and can improve overall classification. Advanced image processing algorithms were developed for shape determination, bruise and stem identification and general color and color homogeneity. An unsupervised method was developed to extract necessary vision features. The primary advantage of the algorithms developed is their ability to learn to determine the visual quality of almost any fruit or vegetable with no need for specific modification and no a-priori knowledge. Moreover, since there is no assumption as to the type of blemish to be characterized, the algorithm is capable of distinguishing between stems and bruises. This enables sorting of fruit without knowing the fruits' orientation. A new algorithm for on-line clustering of data was developed. The algorithm's adaptability is designed to overcome some of the difficulties encountered when incrementally clustering sparse data and preserves information even with memory constraints. Large quantities of data (many images) of high dimensionality (due to multiple sensors) and new information arriving incrementally (a function of the temporal dynamics of any natural process) can now be processed. Furhermore, since the learning is done on-line, it can be implemented in real-time. The methodology developed was tested to determine external quality of tomatoes based on visual information. An improved model for color sorting which is stable and does not require recalibration for each season was developed for color determination. Excellent classification results were obtained for both color and firmness classification. Results indicted that maturity classification can be obtained using a drop-impact and a vision sensor in order to predict the storability and marketing of harvested fruits. In conclusion: We have been able to define quantitatively the critical parameters in the quality sorting and grading of both fresh market cantaloupes and tomatoes. We have been able to accomplish this using nondestructive measurements and in a manner consistent with expert human grading and in accordance with market acceptance. This research constructed and used large databases of both commodities, for comparative evaluation and optimization of expert system, statistical and/or neural network models. The models developed in this research were successfully tested, and should be applicable to a wide range of other fruits and vegetables. These findings are valuable for the development of on-line grading and sorting of agricultural produce through the incorporation of multiple measurement inputs that rapidly define quality in an automated manner, and in a manner consistent with the human graders and inspectors.
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Prysyazhnyi, Mykhaylo. UNIQUE, BUT UNCOMPLETED PROJECTS (FROM HISTORY OF THE UKRAINIAN EMIGRANT PRESS). Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11093.

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In the article investigational three magazines which went out after Second World war in Germany and Austria in the environment of the Ukrainian emigrants, is «Theater» (edition of association of artists of the Ukrainian stage), «Student flag» (a magazine of the Ukrainian academic young people is in Austria), «Young friends» (a plastoviy magazine is for senior children and youth). The thematic structure of magazines, which is inferior the association of different on age, is considered, by vital experience and professional orientation of people in the conditions of the forced emigration, paid regard to graphic registration of magazines, which, without regard to absence of the proper publisher-polydiene bases, marked structuralness and expressiveness. A repertoire of periodicals of Ukrainian migration is in the American, English and French areas of occupation of Germany and Austria after Second world war, which consists of 200 names, strikes the tipologichnoy vseokhopnistyu and testifies to the high intellectual level of the moved persons, desire of yaknaynovishe, to realize the considerable potential in new terms with hope on transference of the purchased experience to Ukraine. On ruins of Europe for two-three years the network of the press, which could be proud of the European state is separately taken, is created. Different was a period of their appearance: from odnogo-dvokh there are to a few hundred numbers, that it is related to intensive migration of Ukrainians to the USA, Canada, countries of South America, Australia. But indisputable is a fact of forming of conceptions of newspapers and magazines, which it follows to study, doslidzhuvati and adjust them to present Ukrainian realities. Here not superfluous will be an example of a few editions on the thematic range of which the names – «Plastun» specify, «Skob», «Mali druzi», «Sonechko», «Yunackiy shliah», «Iyzhak», «Lys Mykyta» (satire, humour), «Literaturna gazeta», «Ukraina і svit», «Ridne slovo», «Hrystyianskyi shliah», «Golos derzhavnyka», «Ukrainskyi samostiynyk», «Gart», «Zmag» (sport), «Litopys politviaznia», «Ukrains’ka shkola», «Torgivlia i promysel», «Gospodars’ko-kooperatyvne zhyttia», «Ukrainskyi gospodar», «Ukrainskyi esperantist», «Radiotehnik», «Politviazen’», «Ukrainskyi selianyn» Considering three riznovektorni magazines «Teatr» (edition of Association Mistciv the Ukrainian Stage), «Studentskyi prapor» (a magazine of the Ukrainian academic young people is in Austria), «Yuni druzi» (a plastoviy magazine is for senior children and youth) assert that maintenance all three magazines directed on creation of different on age and by the professional orientation of national associations for achievement of the unique purpose – cherishing and maintainance of environments of ukrainstva, identity, in the conditions of strange land. Without regard to unfavorable publisher-polydiene possibilities, absence of financial support and proper encouragement, release, followed the intensive necessity of concentration of efforts for achievement of primary purpose – receipt and re-erecting of the Ukrainian State.
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Bennett, Alan B., Arthur Schaffer, and David Granot. Genetic and Biochemical Characterization of Fructose Accumulation: A Strategy to Improve Fruit Quality. United States Department of Agriculture, June 2000. http://dx.doi.org/10.32747/2000.7571353.bard.

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The goal of the research project was to evaluate the potential to genetically modify or engineer carbohydrate metabolism in tomato fruit to enhance levels of fructose, a sugar with nearly twice the sweetness value of other sugars. The specific research objectives to achieve that goal were to: 1. Establish the inheritance of a fructose-accumulating trait identified in F1 hybrids of an inferspecific cross between L. hirsutum XL. esculentum and identify linked molecular markers to facilitate its introgression into tomato cultivars. This objective was completed with the genetic data indicating a single major gene, termed Fgr (Fructose glucose ratio), that controlled the partitioning of hexose in the mature fruit. Molecular markers for the gene, were developed to aid introgression of this gene into cultivated tomato. In addition, a second major gene encoding fructokinase 2 (FK2) was found to be a determinant of the fructose to glucose ratio in fruit. The relationship between FK2 and Fgr is epistatic with a combined synergistic effect of the two hirsutum-derived genes on fructose/glucose ratios. 2. Characterize the metabolic and transport properties responsible for high fructose/glucose ratios in fructose-accumulating genotypes. The effect of both the Fgr and FK2 genes on the developmental accumulation of hexoses was studied in a wide range of genetic backgrounds. In all backgrounds the trait is a developmental one and that the increase in fructose to glucose ratio occurs at the breaker stage of fruit development. The following enzymes were assayed, none of which showed differences between genotypes, at either the breaker or ripe stage: invertase, sucrose synthase, FK1, FK2, hexokinase, PGI and PGM. The lack of effect of the FK2 gene on fructokinase activity is surprising and at present we have no explanation for the phenomenon. However, the hirsutum derived Fgr allele was associated with significantly lower levels of phosphorylated glucose, G1c-1-P and G1c-6-P and concomitantly higher levels of the phosphorylated fructose, Fru-6-P, in both the breaker and ripe stage. This suggests a significant role for the isomerase reaction. 3. Develop and implement molecular genetic strategies for the production of transgenic plants with altered levels of enzymes that potentially control fructose/glucose ratios in fruit. This objective focused on manipulating hexokinase and fructokinase expression in transgenic plants. Two highly divergent cDNA clones (Frk1 and Frk2), encoding fructokinase (EC 2.7.1.4), were isolated from tomato (Lycopersicon esculentum) and a potato fructokinase cDNA clone was obtained from Dr. Howard Davies. Following expression in yeast, each fructokinase was identified to code for one of the tomato or potato fructokinase isoforms Transgenic tomato plants were generated with the fructokinase cDNA clone in both sense and antisense orientations and the effect of the gene on tomato plants is currently being studied.
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Cox, Jeremy. The unheard voice and the unseen shadow. Norges Musikkhøgskole, August 2018. http://dx.doi.org/10.22501/nmh-ar.621671.

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The French composer Francis Poulenc had a profound admiration and empathy for the writings of the Spanish poet Federico García Lorca. That empathy was rooted in shared aspects of the artistic temperament of the two figures but was also undoubtedly reinforced by Poulenc’s fellow-feeling on a human level. As someone who wrestled with his own homosexuality and who kept his orientation and his relationships apart from his public persona, Poulenc would have felt an instinctive affinity for a figure who endured similar internal conflicts but who, especially in his later life and poetry, was more open about his sexuality. Lorca paid a heavy price for this refusal to dissimulate; his arrest in August 1936 and his assassination the following day, probably by Nationalist militia, was accompanied by taunts from his killers about his sexuality. Everything about the Spanish poet’s life, his artistic affinities, his personal predilections and even the relationship between these and his death made him someone to whom Poulenc would be naturally drawn and whose untimely demise he would feel keenly and might wish to commemorate musically. Starting with the death of both his parents while he was still in his teens, reinforced by the sudden loss in 1930 of an especially close friend, confidante and kindred spirit, and continuing throughout the remainder of his life with the periodic loss of close friends, companions and fellow-artists, Poulenc’s life was marked by a succession of bereavements. Significantly, many of the dedications that head up his compositions are ‘to the memory of’ the individual named. As Poulenc grew older, and the list of those whom he had outlived lengthened inexorably, his natural tendency towards the nostalgic and the elegiac fused with a growing sense of what might be termed a ‘survivor’s anguish’, part of which he sublimated into his musical works. It should therefore come as no surprise that, during the 1940s, and in fulfilment of a desire that he had felt since the poet’s death, he should turn to Lorca for inspiration and, in the process, attempt his own act of homage in two separate works: the Violin Sonata and the ‘Trois Chansons de Federico García Lorca’. This exposition attempts to unfold aspects of the two men’s aesthetic pre-occupations and to show how the parallels uncovered cast reciprocal light upon their respective approaches to the creative process. It also examines the network of enfolded associations, musical and autobiographical, which link Poulenc’s two compositions commemorating Lorca, not only to one another but also to a wider circle of the composer’s works, especially his cycle setting poems of Guillaume Apollinaire: ‘Calligrammes’. Composed a year after the ‘Trois Chansons de Federico García Lorca’, this intricately wrought collection of seven mélodies, which Poulenc saw as the culmination of an intensive phase in his activity in this genre, revisits some of ‘unheard voices’ and ‘unseen shadows’ enfolded in its predecessor. It may be viewed, in part, as an attempt to bring to fuller resolution the veiled but keenly-felt anguish invoked by these paradoxical properties.
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