Dissertations / Theses: '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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Taghian, Mehdi. "Market fit, market orientation, and business performance an empirical investigation /." [victoria, Australia] : Deakin University, 2004. http://tux.lib.deakin.edu.au/adt-VDU/public/adt-VDU20050915.135152/.

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Kutu-Adu, Solomon Gladstone. "Aligning internal market orientation (IMO) with market orientation (MO) to impact performance in the banking sector in Ghana." Thesis, London Metropolitan University, 2017. http://repository.londonmet.ac.uk/1269/.

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The study is the first in Sub-Saharan Africa to use the aligned effects of IMO/MO to determine their relationship with employee/customer satisfaction in the financial services industry. The pioneering studies of Lings and Greenley on internal market orientation (IMO) in the 2000s and that of Kohli and Jaworski experience enormous investigation empirically. Although some reasonable amount of studies on the above constructs have been undertaken within the newly developed and developing economies, there have been little attempt at exploring the alignment of the two concepts, in terms of their relationship with organizational performance, particularly in the services sector. To address this research gap, a multidimensional construct describing the five managerial behaviours associated with internal marketing conceptualized as IMO in alignment with market orientation (MO) has been tested to see how their integration relates with employee/customer satisfaction. The first stage involved a qualitative study to gain a deeper and better understanding of the IMO/MO constructs and their implementation in the commercial and universal banking sector in Ghana. The qualitative research findings independently established a strong association between IMO/MO and employee/customer satisfaction. The second stage employed a survey to test a conceptual framework based on the IMO/MO constructs using hypotheses formulated based on reviewed literature. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed to analyse the survey responses. The model demonstrated a good fit to the data in terms of face and content validity; convergent, discriminant and nomological validity; reliability and stability; and showing improvement to existing scales. A major contribution of this research was the use of a robust model that explained the application of the five dimensions of the IMO construct and their effect on employee in-role behaviour (IRB) to impact employee satisfaction within the Ghanaian banking sector. These findings were not totally consistent with various previous research works in the IMO literature. However, employee in-role behaviour (IRB) has been seen to drive market orientation, and market orientation has been established as a key driver of performance in terms of customer value and satisfaction. These findings are in support of established theoretical positions in the MO literature. Another contribution of the study to knowledge in managerial decision making is that, a better understanding and implementation of the IMO construct in the strategic planning efforts of the banks and subsequent employment in their business processes, and activities will positively affect employee job satisfaction. Effective staff commitment to duty will drive the banks’ prospects to exploit the vast opportunities in financial intermediation driven by liberalization and deepening of Ghana’s economic development and growth in higher levels of savings, investment, production and poverty alleviation. Again, positive in-role behaviours of the banks’ managers will affect their commitment to their subordinates in their work roles, and this will increase the responsiveness of staff to customers’ needs and wants. This process will create trust among customers to their banks to accept formal banking as a good, safe, convenient and rewarding experience.

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Ji, Jeong Sook. "Critical Indicators for Apparel SMEs Performance; Market Orientation, Learning Orientation, and Innovation." Thesis, Virginia Tech, 2008. http://hdl.handle.net/10919/77023.

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The purpose of this study was to generalize the findings about market orientation, learning orientation, innovation and performance to the textile and apparel context in South Korea, specifically to SMEs, and, in addition, to investigate the role of informal relationships in SMEs within the presence of these other variables. This study postulates that market orientation, learning orientation, and innovation are related to performance. This study conducted a survey in South Korea, using a paper-and-pencil questionnaire, to determine the relationship of various management related variables with the SMEs' performance. Of the 200 questionnaires that were distributed, 183 were returned and178 were completed and usable for the research. Results of this study showed that components of market orientation and learning orientation were both significantly related to innovation and some components along with innovation were significantly related to South Korean apparel SMEs' performance. The proposed relationship of these factors to performance could be generalized to SMEs in the apparel industry, within the context of South Korea.
Master of Science

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Hu, Hao, and Chenke Xu. "How to Perform Market Orientation in New Product Development." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16295.

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In turbulent environments, the infused marketing function has become an essential and natural part in the firms’ new product development (NPD). Some scholars define NPD as the transformation of a market opportunity into a product as a result of the coupling of market assumptions with technological possibilities. The purpose of this thesis is to explore the role of market orientation in NPD, with the specific focus on how market orientation is carried out in NPD and how it affects NPD. This study is built on a conceptual framework and a tool, both are formed from literature. The authors use the case study to conduct this research, and one company’s (Tylö’s) data is gathered through the semi-structured interview. Some findings are obtained from analysis: Firstly, market orientation contains two approaches, one is the market-driven approach and the other is the driving-market one, and firm could choose one of them according to the new product features. Secondly, there are four areas in market orientation, for each approach, the specific content in each area is different. Thirdly, the four areas are identifying customers’ needs, collecting information, inter-functional coordination and taking action and they move on sequentially. In addition, two crucial factors-time and cost should be paid much attention in NPD.

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Morah, Ejindu Iwelu MacDonald. "Market orientation and organizational performance in Nigeria." Thesis, Anglia Ruskin University, 2015. http://arro.anglia.ac.uk/700987/.

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The received wisdom and dominant view hold that market orientation (MO) leads to higher organizational performance. Although widely researched and the literature is replete with studies on the subject, conflicting, contradictory, inconsistent and inconclusive findings beset the marketing domain on the efficacy of MO on organizational performance. These lingering obfuscations and the need to develop a method of implementing the construct underpin the present study. Therefore, this study examines the extent of MO, its effect on objective and subjective performance measures, the roles of mediating and moderating variables in the hypothesised relations and how to implement the construct in organizations within Nigeria. The convergent parallel mixed methods research design is employed to allow for the fusion of breadth and depth in the study. In the quantitative strand, using a random sampling technique, data were collected from a sample of 258 managers in diverse functions in 180 organizations across industries through intensive questionnaire survey in Nigeria. While in the qualitative study, in-depth interview approach was used to interview a sample of 10 managers purposively drawn from micro, small, medium and large organisations representing diverse sectors. Scales well established in the literature and re-validated for the Nigerian context were employed. Confirmatory factor analysis was used for scale validation, structural equation modelling- bootstrapping method in AMOS 21 and hierarchical regression analysis in SPSS 20 for a test of hypotheses. The study finds that (a) inter-functional coordination predicts market share- an objective measure of performance, while no empirical support was found for the effects of composite MO, customer orientation and competitor orientation (b) technological turbulence moderates the inter-functional-coordination-subjective performance links (c) MO and its sub-dimensions have direct and significant effects on subjective performance (d) these relationships are mediated by innovation, learning orientation and total quality management (e) No empirical evidence was found for the moderating roles of market turbulence, competitive intensity and market growth (f) but the moderating variables IV moderate the mediated effects and mediators mediate the moderated effects (g) technology emerged as an antecedent of MO and (h) MO implementation was prescribed drawing on Lewin's model of change. Integrating mediators and moderators in a single model strengthens the MO-performance relations and enhances our understanding of the hypothesised links. Thus, moderated-mediation and mediated-moderation models offer support for the efficacy of MO in varying market conditions. These findings positively and significantly refine the body of extant knowledge regarding the effect of MO on performance and offer an enhanced conceptual framework for academics and practising managers. The study recommends the implementation of MO in conjunction with other strategic orientations for the full benefit to accrue to managers and organizations as higher levels of performance outcomes.

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Khan, Aamir. "Market Orientation, Customer Selectivity and Firm Performance." Thesis, Cranfield University, 2008. http://hdl.handle.net/1826/4084.

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Market orientation is a well-known construct in the marketing literature. One reason for the extensive research on market orientation is that it is seen as the operationalization of the marketing concept itself. Extant literature provides evidence supporting the link between market orientation and firm performance. However, most of the evidence which links market orientation with firm performance comes from studies carried out in the goods context. The few studies that have been done in the services context show either a weak link with firm performance or no link at all. Further, the studies that have been carried out in the services context have generally been limited to a single industry. In this thesis, I explore the reasons as to why market orientation might be more strongly associated with firm performance in the goods context than in the services context. I suggest that one reason could be that services are by their very nature non-standardized, and that market orientation is aimed at satisfying all the customers. Therefore, market orientation may not be the dominant driver of firm performance in the services context, where it becomes very difficult to satisfy every single customer. In the goods context, however, market orientation will be a dominant driver of firm performance. I also suggest another construct, namely customer selectivity, as a driver of firm performance in the services context. Customer selectivity, it is argued, is anchored in the customer relationship management (CRM) literature. Since services are by their nature heterogeneous, i.e. non-standardized, firms which are customer selective will do well in the services context. However, one cannot exclude the possibility that, while market orientation might not be a good driver of firm performance in the services context, it might be an antecedent of customer selectivity. Therefore I develop an alternative model in which market orientation is conceptualized as a cultural orientation, and thus acts as antecedent to customer selectivity, which then leads to firm performance. To test the hypotheses which are developed in the study, I use a pre-existing scale for market orientation, and operationalize customer selectivity using existing items. All the hypotheses are tested on a multi-industry dataset. The first set of hypotheses, relating to the first model, is tested using regression analysis. The second set, relating to the alternative model, is tested using structural equation modelling. The results are, broadly speaking, consistent with the hypotheses. It is seen that market orientation is a direct driver of firm performance in the goods context, while customer selectivity is a direct driver of firm performance in the services context. Similarly, it is also seen that market orientation is an antecedent to customer selectivity. This is consistent with the results obtained in the first model. However, it is also seen that in both models, while the first dimension of market orientation (customer orientation) is associated with firm performance according to the hypotheses derived in the thesis, the second dimension of market orientation (interfunctional coordination) is not associated with firm performance. The study clarifies and delimits the role of market orientation as a direct driver of firm performance in all contexts, and suggests it leads to firm performance primarily in the goods context. Similarly, customer selectivity leads to firm performance primarily in the services context. However, the study also suggests that market orientation is an antecedent to customer selectivity in both contexts. In other worlds, market orientation plays a role in both the goods and services context, but differentially. Managerially, market orientation and customer selectivity are proposed as a pair of strategies that marketers can help their CEOs choose between or possibly combine depending on the goods-service mix that the firm offers.

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Advani, Asheesh. "Market orientation : the case of airport privatization." Thesis, University of Oxford, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.284955.

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Dreyer, Willem Wouter. "A measure of international market orientation (IMOMI)." Thesis, De Montfort University, 2002. http://hdl.handle.net/2086/4787.

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Lochner, Anelda. "Market orientation strategy for South African wineries." Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/21216.

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Thesis (MBA)--Stellenbosch University, 2002.
ENGLISH ABSTRACT: The South African wine industry has rich traditions, human and knowledge resources and ideal climatic conditions for producing wines. South Africa's wines ought to be a strong contestant on the overseas market; however, this is not the case. To complicate the matter further, the market is changing even while the South African wine industry is attempting to understand the global scenario. Wine producers are faced with numerous challenges: overproduction, a changing consumer demand, increased competition between the old and new wine countries and an increased effect of marketing and branding - all of which have an influence on the strategy that should be followed. This research project investigates selected South African wineries in order to determine if their strategies, management systems and processes are geared towards creating a globally market-oriented and competitive company. The document will focus on the wineries' strategies and will continue to compare the strategy to that suggested by Winetech's Vision 2020. The methodology followed was to do a literature study of the current status of the South African wine industry, which included looking at strategy, marketing and general information regarding the wine industry. Top management members of five wineries were interviewed by means of a questionnaire. The Winetech Vision 2020 document was used as a guideline in structuring the questionnaire. The questions focused on the wineries' wine strategy and the methods or processes the wineries are following to achieve their strategy. The study found that globaJisation has seen the power of buyers increasing to the point where it is forcing suppliers to change the way they do business - that is to become market-oriented. External forces have forced the wine industry to take a stringent look at itself and how it conducts business; as how it can, in fact, deliver consistent quality brands cost-effectively. Globalisation forced the industry to see that, though it may have many strengths such as good human capital, terroir, technology, good winemaking practices, established brands and innovative products, there are some weaknesses, namely inconsistent quality of product and service, lack Designing a market orien8iion for South African Wineries of marketing and business expertise and a lack of finance, which can potentially harm or threaten its business in the global arena. South Africa will have to make some adaptations to satisfy the market demand. This will require, among other things, changing vineyards to include more premium varietals and red wines and being innovative regarding new products and new markets. Besides focusing on the domestic market, the industry will have clearly to understand the segment it is serving to be able to deliver exactly what it demands. The industry has seen some positive changes and is definitely starting to move towards producing what the market demands, which, combined with the favourable exchange rate, is one of the reasons why exports are increasing. On the other hand, there still seems to be a lack of quality regarding distribution and logistics, marketing, finance, government support, human capital and a strong South African brand. Recommendations are made as to how quality can be sustained on all levels of the value chain. This means that strong strategic change management is required to offer consistent quality of product and service - the underlying factors in the creation of a sustainable, globally competitive brand.
AFRIKAANSE OPSOMMING: Die Suid-Afrikaanse wynindustrie het ryk tradisies, menslike bronne en kennisbronne en die ideale klimaat vir die produksie van wyn. Suid-Afrikaanse wyn behoort 'n baie sterk kompeteerder op die internasionale mark te wees en tog is dit nie die geval nie. Die situasie word gekompliseer deur die feit dat die mark besig is om te verander terwyl die Suid-Afrikaanse industrie probeer om die globale scenario te verstaan. Wynprodusente staar vele uitdagings in die gesig naamlik: oorproduksie, 'n verbruikers aanvraag wat verander, verhoogde kompetisie tussen die ou en nuwe wynlande en die verhoogde effek van bemarking en handelsmerke. Hierdie navorsingsprojek ondersoek geselekteerde Suid-Afrikaanse wynverkopers om vas te stel of hulle strategiee, bestuursisteme en prosesse gerat is om 'n firma te vestig wat globaal markgerig en kompeterend is. Die dokument fokus op die wynverkopers se strategie and vergelyk dit met dit wat voorgestel word in die Winetech Visie 2020 dokument. Die metodologie wat gevolg is, was om 'n literatuurstudie te doen oor die huidige stand van die Suid-Afrikaanse wynindustrie - dit sluit in om te kyk na strategie, bemarking en algemene inligting aangaande die bedryf. Daama is daar onderhoude gevoer met die topbestuur van vyf wynverkopers na aanleiding van 'n vraeboog wat gestruktureer is rondom die Winetech Visie 2020 dokument. Die vrae het gefokus op die wynverkopers se strategie en die metodes wat gevolg word om hulle strategie te bereik. Die studie het bevind dat globalisering die mag van verkopers so sterk gemaak het dat dit verskaffers forseer om te kyk na die manier waarop hulle besigheid doen - om markgerig te raak. Eksterne kragte het die wynindustrie forseer om nousluitend te kyk na hoe hulle besigheid doen; na hoe hulle handelsmerke met konstante kwaliteit koste effektief kan lewer. Globalisering het die industrie forseer om te sien dat, hoewel dit baie sterk punte, 5005 menslike kapitaal, terroil; tegnologie, goeie wynmaakprosesse, gevestigde handelsmerke en innoverende produkte, het, daar oak bale swakhede is. Dit sluit in onkonsekwente kwaliteit in beide die produk en diens, De.o;fgning a market orientation for South African Wineries 'n tekort aan finansiele ondersteuning en bemarkings- en besigheidskundigheid. Hierdie swakhede bedreig tans hulle besigheid in die internasional mark. Suid-Afrika sal 'n paar aanpassings moet maak am die mark se aanvraag te bevredig. Dit sluit in am wingerde te verander am meer premium varieteite en raoi wyne in te sluit en innoverend te wees rakende produkte en markte. Behalwe dat hulle sal moet fokus op die binnelandse mark, sal die industrie ook moet leer am die segmente wat hulle bedien deeglik te verstaan am sodoende te kan lewer wat die segmente vra. Die industrie het al positiewe verandering ondergaan sedert 1997 en is besig am te begin produseer wat die mark vra. Laasgenoemde, in kombinasie met die gunstige wisselkoers, is die rede waaram uitvoere aan die toeneem is. Aan die ander kant is daar steeds 'n tekort aan kwaliteit rakende verspreiding, logistieke, bemarking, finansies, regeringsondersteuning en 'n sterk Suid-Afrikaanse handelsmerk. Die aanbevelings wat gemaak is, dui aan hoe kwaliteit op aile vlakke van die waardeketting volgehou kan word . . Dit dui oak aan dat sterk strategiese bestuur nodig is om konstante kwaliteit te verseker in die praduk en diens - die

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20

Lings, Ian N. "Internal market orientation : construct, measurement and consequences." Thesis, Aston University, 2000. http://publications.aston.ac.uk/10739/.

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This thesis contributes to the paucity of marketing research into the area of internal marketing. Drawing from knowledge developed in a diverse range of marketing and management literatures, the domaill of internal marketing is clarified Gild a new concept, internal market orientation is developed. A new instrument, measuring the internal market orientation, is developed and subjected to standard scale development procedures. Six dimensions of the construct are confirmed; collegial interaction, group interaction, jorlllal interaction, external envirollment, wage flexibility and job flexibility. A sample of 766 UK retail store managers are surveyed to identify levels of internal market orientation and external market orientation in large UK multi-product, multi-site retailers and the structural relationships between internal market orientation, extemal market orientation alld company performance are examined. The external market orientation construct is applied to the local retail market and established measurement instruments adapted to this pwpose. Three measures of performance are employed ill this study. The structural relationships between the six dimensions of internal market orientation and the three dimensions of external market orientation are examined employing structural equations methodology, using LISREL 8.3. alld the impact of internal market orientation Oil external market orientation and company performance is measured. The study finds no direct link between internal market orientation and financial performance but does identify the moderated role of internal market orientation on financial performance. Significant relationships between three of the six dimensions of internal market orientation and the three dimensions of external market orientation are identified and the impact of internal market orientation on the retention of employees and their behaviour is also identified. The research findings contribute to marketing theory by providing empirical evidence to support the long held assumption that internal marketing has an impact on marketing success and offers an explanation of the mechanism by which this influence operates. For marketing practitioners, the research findings offer additional information on which services marketing strategies may be formulated.

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21

Qu, Riliang. "Market orientation of hotels and travel services in China's internaitona tourism market." Thesis, University of Nottingham, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247130.

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22

Zhang, Li. "Market orientation of Chinese township and village enterprises." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2000. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape2/PQDD_0017/MQ55732.pdf.

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23

Zhou, Yangping [Verfasser], and Rudolf [Akademischer Betreuer] Tippelt. "Market orientation and entrepreneurial orientation in a learning organization / Yangping Zhou. Betreuer: Rudolf Tippelt." München : Universitätsbibliothek der Ludwig-Maximilians-Universität, 2014. http://d-nb.info/1059351498/34.

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24

Wismiarsi, Tri 1966. "Relationship between the degree of internationalisation, firm characteristics, international market orientation and learning orientation." Monash University, Dept. of Marketing, 2004. http://arrow.monash.edu.au/hdl/1959.1/5337.

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25

McGrath, Gary Edward. "Internal market orientation as an antecedent to industrial service quality." NSUWorks, 2009. http://nsuworks.nova.edu/hsbe_etd/75.

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Investigating internal employee behaviors that influence firm results is an area of on-going interest to both academics and practitioners. This study combined the two recently developed constructs of internal market orientation and industrial service quality to investigate their relationship. The integration of the business outcomes of overall service quality, customer satisfaction, and commitment to the relationship were included to add practical application to study. Additionally, the moderator length of relationship between service provider and customer was included to examine its influence in the model. Internal marketing and market orientation influenced the development of the internal market orientation. Decades of studies into service quality lead to the development of the business-to-business service quality scales applied to this study. Studying these constructs in real world settings, including the moderator, and measuring subjective business outcomes was conducted to confirm scale use, broaden the settings, and offer depth to the field of study. Two surveys to employees and one survey to matching customers created 107 dyad records for structural equation model analysis. Results showed no significant relationship between internal market orientation and industrial service quality. There was a significant relationship between industrial service quality and overall service quality perception, confirming past studies. However, counter to past research industrial service quality did not influence customer satisfaction and commitment to the relationship. A surprising result was the significant relationship reported between employee perceived service quality and the two business outcomes of customer satisfaction and commitment. This research did not support the theoretical premise that internal market orientation is an antecedent to industrial service quality. This study reported mixed results for the connections between perceived service quality and the business outcomes included. Some of the limitations from previous research were addressed while a more integrated model was investigated to add to the understanding of the marketing concept.

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26

Halpern, Nigel. "Market orientation and the performance of airports in Europe’s peripheral areas." Thesis, Cranfield University, 2006. http://hdl.handle.net/1826/1842.

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As a consequence of deregulation in the airline industry, market forces rather than public service considerations increasingly dictate services to and from airports in Europe’s peripheral areas. The new market advocates market-driven management practices as a means of satisfying airline customers and implies that airports that adopt a more marketorientated approach than their rivals will perform better. This study investigates the theoretical foundations of a market orientation, which can be defined as the organisationwide generation, dissemination and response to market intelligence. The main aim of this study is to examine the relationship between market orientation and the performance of airports in Europe’s peripheral areas. The research methodology was implemented using a questionnaire-based survey that was administered to the managers of 217 airports in 17 different countries. Usable responses from 86 airports were received and analysed. The findings of this study suggest that airports wishing to outperform competitors can do so by adopting a market orientation and should seek to continually monitor and improve the way in which they gather, disseminate and respond to market intelligence. This will be particularly effective when market turbulence is high and/or when the focus of the airport is on developing leisure services. In addition, market orientation was found to have a positive effect on performance because it means that airports are more likely to be innovative in their approach to marketing. This means that airport managers should try to develop a market-orientated culture with innovative marketing practices in mind, and visa versa. The fact that independently-owned airports have significantly higher levels of market orientation than regionally-owned or nationally-owned airports suggests that independent ownership is more conducive to the development of a market orientation. The findings of this study do have a number of limitations, the most notable being that they are restricted to airports in Europe’s peripheral areas. It is recommended that future research should be conducted on airports worldwide in order to investigate differences between a wider range of airport types and geographical regions. In addition, the findings of this study suggest that a stakeholder orientation is important for airports seeking to improve their performance, especially smaller airports that are publicly-owned. It is recommended that future studies should investigate antecedents to and consequences of a stakeholder orientation. Future studies should also investigate whether a stakeholder orientation has a greater effect on performance than a market orientation does, and whether the two types of orientation complement each other.

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Rong, Baiding Marketing Australian School of Business UNSW. "Reinterpreting the market orientation-performance relationship: a psychological perspective." Awarded by:University of New South Wales. Marketing, 2007. http://handle.unsw.edu.au/1959.4/40629.

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Major problems are identified with the use of survey methodology to examine the relationship between market orientation (MO) and firm performance. The research, as it is argued, tells us more about managers' sense-making processes and causal attributions than whether and under what conditions MO drives performance, yet one way causal interpretations are still prevalent in the literature. The psychological mechanisms underlying managers' perceptions are identified and alternative causal paths specified for interpreting prior research results are proposed that also account for otherwise troublesome results. An exploratory experiment is designed to calibrate the extent of managers' attribution biases which is the most important part of the sensemaking framework. Different levels of performance, MO and environmental turbulence are manipulated in case scenarios. The results confirm a culture-centered view of MO and a strong psychological impact of performance on perceived environment turbulence. A multi-method view of studying the MO-performance link is proposed in the final part of the paper.

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GONCALVES, GUILHERME DE CAMPOS R. M. "MARKET ORIENTATION AND PERFORMANCE IN THE BRAZILIAN HOSPITAL INDUSTRY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2006. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=9560@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
A relação entre orientação para o mercado e desempenho é um tema que desde o início dos anos noventa atrai a atenção de muitos pesquisadores das áreas de marketing e estratégia empresarial. Várias pesquisas nacionais e internacionais comprovam uma relação de causalidade entre os construtos. Esta pesquisa investiga se essa relação é válida no contexto da indústria hospitalar brasileira através do teste empírico da hipótese: O grau de orientação para o mercado é positivamente correlacionado com o desempenho dos hospitais no Brasil. A pesquisa testa e confirma essa hipótese através do uso da técnica de modelagem por equações estruturais (SEM - Structural Equation Modeling). Após a confirmação da relação de causalidade entre os construtos, classifica-se os hospitais em grupos, de acordo com seu tipo de orientação para o mercado, através da técnica de análise de clusters - K means. O passo seguinte é a comparação das médias de desempenho de cada um dos grupos através de análise multivariada da variância (MANOVA). Deste modo, o estudo conclui que não só existe uma relação positiva entre orientação para o mercado e desempenho, como também que o tipo de orientação para o mercado conduz os hospitais a diferentes níveis de desempenho.
The relationship between market orientation and performance is a subject that has been drawing the attention of many researchers in the marketing and business strategy fields. The causality relationship of the mentioned constructs has been confirmed by many national and international studies. The purpose of this study is to determine if this relationship is also valid in the context of the Brazilian hospital industry through the empirical test of the hypothesis: the level of market orientation is positively correlated with the performance of Brazilian hospitals. This study tests and confirms the stated hypothesis employing the Structural Equations Modeling (SEM) technique. After confirming that there is a causality relationship among market orientation and performance, the hospitals are classified into groups according to their type of market orientation, which is done by using the Clusters Analysis technique. The last step of the study is to compare the performance level of each group by use of Multivariate Analysis of Variance (MANOVA). This study concludes that not only is there a positive relationship among market orientation and performance, but also that the kind of market orientation leads hospitals to different levels of performance.

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Arthur, Emmanuel. "Market orientation and firm performance in Ghana's telecommunications industry." Thesis, London Metropolitan University, 2016. http://repository.londonmet.ac.uk/1145/.

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This study set out to achieve a comprehensive understanding of the adoption levels of market orientation (MO) in Ghana’s mobile telecommunications industry, and to assess its relationship to performance. This was necessitated by the fact that, in-spite of the superfluity of literature on market orientation and its relationship to performance in developed economies and a few on developing nations such as Ghana, there are hardly any studies on Ghana’s mobile telecommunications industry despite its impressive performance. Furthermore, available studies generally assessed market orientation without incorporating any assessment by customers. The study, in addressing these deficiencies, makes significant contribution to academic knowledge on market orientation. Based on literature reviewed, a conceptual model and nine hypotheses are proposed for this study. Both qualitative and quantitative research methods, underpinned by realism philosophy enabled the assessment of the market orientation performance relationship. Qualitative data collection entailed an in-depth interview of ten senior officers of five mobile telecommunications firms operating in Ghana selected by a judgmental sampling method, whose response was analysed by thematic analysis. Quantitative data was obtained by administering questionnaires on 275 staff selected by a simple random sampling method and 302 subscribers selected by a two-stage process of quota and convenience sampling methods. Confirmatory factor analysis, correlation matrix, structural equation modeling and T-test are utilized in the analysis of the quantitative data and the testing of the hypotheses. The findings of the study established that in Ghana’s mobile telecommunications industry, market orientation is determined by one internal antecedent - top management emphasis with no external antecedent influencing it. The significant effect of market orientation on business performance, customer satisfaction, customer retention, employee commitment and employee esprit de corps have also been established by this study. Finally, the study establishes that, when compared, subscribers and staff assessment of the dimensions of market orientation differed with staff rating them higher than subscribers. Based on the findings, the study recommends the need not only for mobile telecommunication operators to continue in the pursuit of market orientated activities, but also undertake measures to close the market orientation gap between them and their subscribers. Top management should also continue with the pivotal role they are playing in the implementation of market orientation, and enhance their information generation, dissemination and responsiveness processes not only to sustain market orientation but also their performance. Notwithstanding the shortfalls identified, which did not adversely affect outcomes of the study, the study has developed an empirical model for market orientation, firm performance relationship for the mobile telecommunications industry incorporating a comparison of the assessment of the dimensions of market orientation by subscribers and staff. It is hoped that this new model will be used for further studies in both developed and developing countries to test the viability of its application.

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Donnelly, Christina. "SME market orientation : relationship with supermarket loyalty card data." Thesis, University of Kent, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.587562.

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Market oriented organisations are firms which are well informed about the market in which they operate in, and utilise this market information and knowledge to create competitive advantage. This is particularly important for small to medium-sized enterprises (SMEs). In Northern Ireland (NI), particular focus has been placed on the agri-food SME sector and the need for a constant flow of market information, in what has become an extremely competitive and evolving food and drink market. This study sought to explore the relationship between SME market orientation (MO) . and formalised supermarket loyalty card data (SLCD), within the NI agri-food context. This is the first time that SME agri-food firms have received free access and analysis of SLCD. The research design was qualitative and required a six month longitudinal inquiry utilising an in-depth interviewing process with seven agri-food SME case firms, before and after exposure to SLCD. The study made a number of contributions to knowledge, practice and policy. Findings confirmed that SMEs do possess some level of MO, practicing informal, unstructured and haphazard marketing due to their small scale and the central role of the generalist owner/manager. However, post exposure findings confirmed that the SME agri-food cases did relate to SLCD, with owner/managers enhancing understanding of the consumer, increasing confidence in data use and validating decision making with SLCD. In effect SLCD facilitated the management of risk for the SME agri-food firm. During the initial stages of inquiry, other strategic orientations emerged, in the form of Entrepreneurship Orientation (EO) and the capacity to innovate. These concepts both supported the current MO of the SME, facilitating enhanced understanding and utilisation of SLCD. A further contribution was the recognition of the role of the owner/manager within the relationship and the need for the action research approach in the delivery of SLCD to the agri-food SMEs. Key findings suggest that future acquisition of SLCD is necessary for SMEs within the food industry, but dissemination and utilisation requires future support by government and industry bodies. To facilitate this, policy makers should review existing policies and practices, to support agri-food SME development through the continual flow of market information and analytical assistance on a partnership basis.

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31

Yu, Qionglei. "Investigating internal market orientation and organisational performance in China." Thesis, University of Sheffield, 2013. http://etheses.whiterose.ac.uk/4478/.

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With the impact of globalisation, businesses nowadays are searching for new ways to compete more effectively in today's business marketplace (Wei and Lau, 2008). Companies that have already performed successfully in the external market but cannot perform well with their internal market may find themselves at a disadvantage in the long term, especially with the fast expansion of firms (Ralston et al., 2006). Whilst businesses often spend significant amounts on their campaigns to attract external customers, they may also need to consider the internal market place and specifically their internal customers' needs, i.e. employees, as they often have a significant impact on external market performance and profitability (Flipo, 1986, Webster, Jr. 1988; Lings and Greenley, 2009; Yu and Barnes, 2010). If well managed the internal work force can contribute to a firm's success, however when poorly manifested it can have devastating effects. Over the last three decades, much research attention has focused on internal marketing from the western perspective. The notion of internal marketing was first initiated in the U.S. by Berry (1976) and Sasser and Arbeit (1976), and quickly adopted in Europe by the Nordic scholars including Grönroos (1983) and Gummesson (1987), and more recently in the U.K. through Rafiq and Ahmed (1993) and Lings and Greenley (2005). To date no major studies drawing on large data sets have been published in this area within the Chinese context. This research therefore aims to fill a gap in the literature by exploring internal marketing in China - the largest of the world's newly emerging economies (BBC, 2011). By drawing on microeconomics, the internal market economy and social exchange theory, this research aims to critically explore how firms' different degrees of internal market orientation behaviour can lead to different levels of achievement both internally and externally. The findings will have implications for enhancing the effectiveness of a company's strategic response and, eventually, its ability to perform better in terms of profitability and its long-term competitiveness (Gounaris, 2006).

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32

Halpern, Nigel. "Market orientation and the performance of airports in Europe's peripheral areas." Thesis, Cranfield University, 2006. http://dspace.lib.cranfield.ac.uk/handle/1826/1842.

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As a consequence of deregulation in the airline industry, market forces rather than public service considerations increasingly dictate services to and from airports in Europe’s peripheral areas. The new market advocates market-driven management practices as a means of satisfying airline customers and implies that airports that adopt a more marketorientated approach than their rivals will perform better. This study investigates the theoretical foundations of a market orientation, which can be defined as the organisationwide generation, dissemination and response to market intelligence. The main aim of this study is to examine the relationship between market orientation and the performance of airports in Europe’s peripheral areas. The research methodology was implemented using a questionnaire-based survey that was administered to the managers of 217 airports in 17 different countries. Usable responses from 86 airports were received and analysed. The findings of this study suggest that airports wishing to outperform competitors can do so by adopting a market orientation and should seek to continually monitor and improve the way in which they gather, disseminate and respond to market intelligence. This will be particularly effective when market turbulence is high and/or when the focus of the airport is on developing leisure services. In addition, market orientation was found to have a positive effect on performance because it means that airports are more likely to be innovative in their approach to marketing. This means that airport managers should try to develop a market-orientated culture with innovative marketing practices in mind, and visa versa. The fact that independently-owned airports have significantly higher levels of market orientation than regionally-owned or nationally-owned airports suggests that independent ownership is more conducive to the development of a market orientation. The findings of this study do have a number of limitations, the most notable being that they are restricted to airports in Europe’s peripheral areas. It is recommended that future research should be conducted on airports worldwide in order to investigate differences between a wider range of airport types and geographical regions. In addition, the findings of this study suggest that a stakeholder orientation is important for airports seeking to improve their performance, especially smaller airports that are publicly-owned. It is recommended that future studies should investigate antecedents to and consequences of a stakeholder orientation. Future studies should also investigate whether a stakeholder orientation has a greater effect on performance than a market orientation does, and whether the two types of orientation complement each other.

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Azhar, Sarwar Mehmood. "Strategies, market orientation and capabilities : business performance perspectives from Pakistan, a developing market economy." Thesis, University of Nottingham, 2007. http://eprints.nottingham.ac.uk/13271/.

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The aim of this thesis is to study, in the context of a developing market economy, the relationship of Marketing Orientation, Strategic Orientation as well as marketing capabilities with business performance, individually as well as simultaneously and compare these with the proposed relationships suggested in the developed markets of the western world. The findings suggest that there is a strong relationship between these independent variables with performance but these are not always positive and in some cases not even significant. This in many areas contradicts the proposed positive influence of the above mentioned variables on business performance that is normally taken for granted in developed markets. This result is, however, in line with the results of a few studies carried out in the developing market context. For example a study by Usha and Haley (2006), notify that successful managers in their study argue that best practices developed for information-rich Western markets were not effective in information-void emerging markets. Further, the thesis in response to developing better understanding of the role of Market Orientation in the affairs of the firm especially in a developing market economy, sought to test its influence on strategic orientation and marketing capabilities. The study found a strong relationship in the hypothesised direction though there is also evidence of reciprocal causality. The strong influence of Market Orientation on strategic orientation that a firm adopts is in line with the results of a few studies noticeably studies by Morgan and Strong (1997) as well as by Hoon and Lee (2005). The thesis has in a small way tried to broaden the knowledge base in the areas of strategy and marketing by bringing insights from a developing country perspective, which is currently lacking in the literature. It is hoped that the implications of the research will have significant value for both academics and practitioners in the field of marketing and strategy especially in these developing countries. The thesis, finally proposes that this study is one step in many, needed to develop a mid range theory, and it is hoped that this will become a building block in the overall framework, which would make such studies more rigorous, both theoretically and methodologically in the future.

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Galati, Stephen R. "Entering the global engineering market| A correlational study of cultural intelligence and market orientation." Thesis, University of Phoenix, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10011616.

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Faced with increasing domestic competition from non-U.S. firms and a growing global marketplace, U.S.-based engineering firms have turned their focus to globalizing their services. Understanding the multifaceted cultural aspects of marketing and penetrating the global engineering market requires heightened cross-cultural leadership competencies in tandem with a strategic market orienting activities. The purpose of this quantitative correlational study was to determine any relationship that may exist between the variables of cultural intelligence and market orientation of decision makers at U.S.-based engineering firms to the dependent variable of entering the global marketplace. Participants were composed of senior-level global engineering and marketing decision makers from U.S.-based engineering firms listed on ENR?s Top Global and International Design Firms listings. The study included an online survey consisting of the Cultural Intelligence Scale and the individual market orientation scale, the I-MARKOR instrument. Statistical correlational analysis of the collected data indicated some positive relationships between factors of cultural intelligence and global market orientation. The analysis indicated a significant relationship exists between the aggregates of cultural intelligence and global market orientation. The study conclusions should assist globally-focused engineering firms to better penetrate the worldwide marketplace and to recognize the benefits of cultural intelligence and global market orientation leadership skillsets. Since there was a significant relationship between cultural intelligence and individual market orientation, global-looking domestic engineering firms are encouraged to invest deeper in enhancing the factors that comprise cultural intelligent leadership decisions in the organization. The recommendations presented in the research study outline suggestions for future research and practice.

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35

Larsen, Nils Magne. "Market orientation, entrepreneurial orientation, level of e-commerce sophistication and performance : a study of Norwegian retailers." Thesis, Henley Business School, 2007. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.485063.

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This study examines factors that may have an impact on the performance ofretailers involved in e-commerce. The main independent variables involved in the study are market orientation, level of e:..commerce sophistication and entrepreneurial orientation. Empirical tests were conducted on data from a mail survey on retailing firms in Norway. The questionnaire was sent to the general managers in 261 firms. 100 [mal usable responses were obtained, giving a response rate of38.3% in this study. A stepwise estimation approach resulted in a regression model consisting of five independent variables explaining 41.3 per cent of the variance in the performance variable. Entrepreneurial orientation was the variable with the greatest contribution, followed by the level of e-commerce sophistication towards customers. Both variables had a positive and significant impact on performance. The level ofe-commerce sophistication towards suppliers and environmental hostility had also a significant impact on performance, but well below the most forceful variables, and they both showed a negative relationship with performance. Market orientation turned out to be the least forceful variable in the overall results. The relationship between entrepreneurial orientation and performance detected in this study suggests that retailing' firms involved in e-commerce activities should be highly engaged in entrepreneurial activities. Adding value to the customers would as such require firms to constantly introduce new value-added services on their websites in terms ofnew or improved functionalities. The impact ofthe level of e-commerce sophistication towards customers on performance suggests that managers pay attention to the creation and maintenance of an effective website aimed at supporting the firm's marketing objectives. Since the results indicate that retailers are not experiencing performance gains from their e-commerce initiatives towards suppliers, firms should be very careful in implementing sophisticated supply chain e-commerce applications unless there is some clear performance-related evidence supporting such implementations. Finally, despite the fact that market orientation in this study was found to be the least forceful variable, the results also indicate that market orientation is the only variable making a unique contribution to the prediction of the level of e-commerce sophistication towards customers. Hence, it may be argued that market orientation is an antecedent ofthe level ofe-commerce sophistication towards customers, and that market orientation has a more facilitative role on firm performance rather than a causative role.

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Yoo, So-Jin. "Environmental scanning activity and firm performance at the entrepreneurship/marketing interface?" Thesis, University of Newcastle Upon Tyne, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.341776.

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Shihao, Tang, and Shen Shen. "Commercialization and Audit quality : Evidence from Chinese audit market." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20040.

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In recent years, the commercialization of the audit market has become more and more apparent, which is an inevitable trend. After the Enron scandal broke out, researches about commercialization and audit professions, audit quality have arisen. Most of these studies are focus on western audit firms. The purpose of this study is to look at the impact of commercialization of the Chinese audit industry from the auditor perspective. This paper is based on 109 responses to a survey distributed to Chinese auditors, including Big 4 firms and non-Big 4 firms. This study use market orientation, customer orientation and process orientation as indicators of commercialization. Auditor independence and auditor competence as two main cornerstones of audit quality. The data were analyzed by multiple statistics test. Our finding indicates that all three indicators of commercialization of audit market have a positive relation with auditor independence and competence. We are thus concluding that commercialization of the audit market has a positive relation to audit quality. Also, we find that auditors in Big 4 and non-Big 4 audit farm are not much difference. This may be because the Big 4 in the Chinese market do not have the same dominance as in the Western market.

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Abbu, Haroon R. "Synergistic Effects of Market Orientation Implementation and Internalization Levels and its Impact on Firm Performance| An Empirical Analysis Leading to Forms of Market Orientation." Thesis, Pace University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=13421760.

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The purpose of this study is to examine the synergistic effects of market orientation implementation and internalization on firm performance, specifically financial performance and customer service performance. Market orientation implementation component enables firms to sense and respond to customer needs effectively while market orientation internalization component allows the firm to internalize a shared set of market oriented norms and values at the cultural level. Another objective of the study is to analyze if various forms of market orientation exist based on implementation and internalization levels exhibited by firms. Market orientation practices of firms in a direct mail service provider industry are analyzed. Market orientation internalization is introduced as a mediator between market orientation implementation and firm performance relationship. In addition, the effect of learning orientation is also considered as a moderator that strengthens the relationship between market orientation implementation and market orientation internalization.

Theoretical predictions of Kirca, Bearden, and Hult (2011) conceptual model are empirically tested. The firms are clustered into one of the four forms of market orientation based on varying levels of implementation and internalization. The inter-relationships between forms of market orientation and its differential effects on various performance measures are analyzed. Overall, the results suggest that firms that practice high levels of implementation and internalization perform better in both financial performance and customer service performance. Results also suggest that performance metrics vary depending on the form of market orientation.

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Amaro, Joaquim Antunes. "Market orientation in a Macau utility company: a case study." Thesis, University of Macau, 1996. http://umaclib3.umac.mo/record=b1636680.

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Martinez, Juan A. "Do cultural factors influence responses of a market orientation survey?" Thesis, University of Leeds, 2006. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.436458.

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Caruana, Albert. "The excellence-market orientation link : some consequences for service firms." Thesis, Brunel University, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.239019.

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Harris, Lloyd C. "A study of organizational culture factors associated with market orientation." Thesis, Cardiff University, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.361151.

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Desai, Janine Nicole. "Measuring the trans-organisational perception of a company's market orientation." Thesis, University of Manchester, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.629349.

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Meaningful measurement is a key issue both in academic study and in the business environment. This thesis focuses on the measurement of market orientation in two organisations, namely TNT Express UK and British Airways plc. It investigates the way in which differences in perception can influence the results obtained by instruments designed to measure the construct. As far as market orientation is concerned, researchers have hitherto treated the construct as if a company-wide level of market orientation existed. This study detects significant differences in perception among employees and accounts for a large percentage of the identified variance. On the basis of a comprehensive literature review into the understanding of market orientation and related literature, the well-known Narver and Slater scale was selected to serve as the core framework of this research. The more recent Foreman scale was also used to represent the internal aspects of the construct. From the infinite number of factors which influence individuals' perceptions of the work environment, eighteen variables were identified as most relevant, in the context of this study. Apart from three demographic variables (for this study defined as 'person variables'), the selection process concentrated on factors relating to the organisational environment ('situation variables', 'person x situation variables'). The data was collected using a variety of methods. On the qualitative side, two phases of focus groups and individual interviews were conducted. On the quantitative side, a pilot and a main survey provided the required statistical data. The evaluation of the qualitative data, in combination with the statistical analysis, suggested that the perception of the immediate work environment, the individual's degree of socialisation, satisfaction and communication, in addition to his/her level in the organisational hierarchy and location explain more than 50% of the variance in employees' perception of a company's market orientation.

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French, Mark J. "The nature of the relationship between market orientation and performance." Thesis, Loughborough University, 2011. https://dspace.lboro.ac.uk/2134/8950.

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A review of the literature indicates that a universally enhancing relationship between market orientation and performance is not conclusively supported. Recent research suggests that the relationship between marketing investments and profit may be inverted U-shaped such that there is an optimal level of marketing investments which maximises profit (Mantrala et al 2007). In this study, it is proposed that market orientation has different curvilinear relationships with different types of performance. Using a performance categorisation suggested by Kirca et al (2005), it is theorised that market orientation s relationship with revenue-based performance (e.g. sales growth, market share growth) is subject to diminishing returns such that performance is enhanced for all levels of market orientation but the incremental benefits diminish as market orientation increases. For cost-based performance (e.g. profit, return on sales), it is proposed that the incremental costs of implementing market oriented activities may exceed the benefits. Thus, cost-based performance may have an inverted U-shaped relationship with market orientation. Three mechanisms by which diminishing returns affect the market orientation - performance relationship are identified; duplication, contradiction and prioritisation. A review of over 400 papers in the market orientation literature demonstrates that a research gap exists for different curvilinear relationships between market orientation and different types of performance. In particular, an inverted U-shaped relationship has not previously been found between market orientation and profit. A sampling frame was selected to control for both the macro-environment, and different performance levels in different industries (Dess and Robinson 1984). In a sample of 113 UK car dealers operating in the new car market the hypothesised relationships were tested using both objective and subjective performance measures. The findings relating to objective performance measures support the full inverted U-shaped relationship between market orientation and profit across the observed range of values. The relationship for objective revenue-based performance is more curvilinear with significant linear and curvilinear components. In highly competitive environments maximum profit shifts to a higher level of market orientation and overall the relationship is predominantly enhancing. Conversely, in uncompetitive environments profit is maximised at a lower level of market orientation and the relationship becomes detrimental at moderate market orientation levels. In recession, the profit for all new car dealers is reduced and maximum profit occurs at a lower market orientation level. In addition, the relationship between market orientation and sales growth turns negative in a recession. Interestingly, the results for subjective performance are distinctly different to, and sometimes contradict, the objective performance results. In particular, subjective performance predominantly has a positive linear relationship with market orientation.

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Van, Niekerk Gerhard Henri. "The relevance of market orientation in a consulting engineering organisation." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49710.

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Thesis (MBA)--Stellenbosch University, 2001.
ENGLISH ABSTRACT: Consulting engineers in South Africa are currently faced with numerous trends that have a negative impact on their business. The volatility of world and especially SA markets have caused investors to adopt a "wait and see" approach as to investing in large developments. The result was that private sector developments were lagging behind and forced consulting engineers to compete for the available work and inevitably suffer from reduced turnover. A further trend, and maybe more serious one for some traditional consulting engineers, was the change in focus by the newly elected Government in the mid nineties. With the focus on social and upliftment issues, government funds were allocated to new infrastructure developments associated with these issues. This caused a radical reduction of funds allocated to traditional areas like roads and bridges, an area where traditional consultants were predominantly positioned. Government also introduced various other policies, like allocating work to affirmative business enterprises, in order to level the playing fields. This, combined with the reduced available funds, compounded the situation for traditional consulting engineers. The above situation created many challenges for consulting engineers, of which the most important one is that of securing work for the future and competing for the reduced amount of available work. This brought to the fore the issue of marketing, an area that was not previously given too much attention. Market orientation is therefore proposed in this study as a solution to the problems faced by consultants. This study will examine the present situation, provide a literature background to marketing orientation, consider the relevance of market orientation to the consulting engineering industry, and then finally if it is accepted that market orientation is relevant, propose a model that could be used in addressing the situation.
AFRIKAANSE OPSOMMING: Raadgewende ingenieurs word tans aan verskeie tendense blootgestel wat 'n negatiewe uitwerking op hul besigheid het. Die onbestendigheid in wêreld markte, en spesifiek die Suid Arikaanse mark, het veroorsaak dat beleggers 'n "wag en kyk" benadering begin volg het met betrekking tot grootskaalse ontwikkelings. Die resultaat hiervan was dat privaatsektor ontwikkelings tot 'n groot mate afgeplat het en raadgewende ingenieurs gedwing is om mee te ding vir die beskikbare werk en onvermydelik gebukkend te gaan onder verlaagde omset. 'n Verdere tendens, en moontlik meer ernstige een vir sekere raadgewende ingenieurs, was die verandering in fokus deur die nuut verkose Regering gedurende die middel negentien negentigs. Met die nuwe fokus op sosiale aangeleenthede en opheffing van agtergeblewe gemeenskappe, word regerings fondse hoofsaaklik toegewys aan nuwe infrastruktuur onwikkelings wat verband hou met die nuwe fokus. Dit het 'n radikale verlaging in beskikbare fondse veroorsaak wat tradisioneel aan areas soos paaie en bruê toegewys was, 'n area waarin raadgewende ingenieurs oorwegend gepositioneer was. Die Regering het ook verskeie ander beleidsmaatreëls ingestel, soos die toekenning van werk aan regstellende besighede, ten einde die speelveld gelyk te maak. Dit, gepaardgaande met die verlaagde beskikbare fondse, het die situasie verder vererger vir tradisionele raadgewende ingenieurs. Bogenoemde omstandighede het baie uitdagings aan raadgewende ingenieurs gestel, waarvan die belangrikste waarskynlik die sekerheid aangaande toekomstige werk en die gepaardgaande mededinging ten opsigte van die verminderde hoeveelheid beskikbare werk. Hierdie omstandighede het die bemarkings-kwessie na vore gebring, 'n area waaraan nie veel aandag in die verlede gegee is nie. Mark oriëntasie word gevolglik voorgestel in hierdie studie as 'n oplossing vir die probleme waarmee konsultante gekonfronteer word. Hierdie studie sal die huidige situasie waarin raadgewende ingenieurs hul bevind ondersoek, 'n agtergrond van mark oriëntasieliteratuur verskaf, die relevansie van mark oriëntasie vir die raadgewende ingerneurs bedryf ondersoek en dan laastens, indien dit aanvaar word dat mark oriëntasie relevant is, 'n model voor te stel wat gebruik kan word om die situasie aan te spreek.

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Chou, Hsiu-Jung, and 周秀蓉. "The Impact of Market Orientation Intention and Market Orientation Capability on Performance." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/95532884394938092954.

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博士
雲林科技大學
管理研究所博士班
96
With the intension of competition in the business world, market orientation as a management philosophy, advocated and practiced throughout the organization, is seen increasingly as significant to the success of business performance. Many previous researches have suggested that market orientation has significant effects on enterprise performance. However, there are many researches examined that the interaction effect of customer and competitor orientation based on the previous researches of Narver and Slater (1990) or Jaworski and Kohli (1993). However, none of these studies provides business’s intention and capability of market orientation, and their combination effects on new production development performance and market performance. Based on these research gap, the relationship of market orientation intention and capability and performance was deeply studied and the comparing effect of related variables were also tested, in which the degree of innovation and technology turbulence as moderators in this research. The empirical study was conducted among manufacturing and service firms as samples, and the sampling frame of this research was based on the data in the CommonWealth Magazine''s 2007 Survey of “Top 1,000 Enterprises” and “Top 500 Service Enterprises” in Taiwan. 1500 questionnaires were sent to related firms and 254 questionnaires are returned. There are 211 questionnaires are available, and other 43 is incomplete or repetitive questionnaires. The response rate is 16.93%. Based on these data, the confirmatory factor analysis, ANOVA analysis, regression analysis, and structure equation model were processed to test the eight hypotheses. There are some main conclusions listed as follows: (1) The competitor MOI has strong effect on both NPD and market performance of firms, but the customer MOI has not strong effect on both NPD and market performance of firms. (2) The customer MOC has strong effect on both NPD and Market performance, but the competitor MOC just has strong effect on NPD. (3) The MOC has strong and positive effect on both NPD and market performance of firms, moreover, compared to the market orientation intention, market orientation capability plays a more important role to business’s performance. (4) The degree of innovation of firms can moderate the relationship between MOI and performance (NPD and MP), but can not moderate the relationship between MOC and performance. (5) The technological turbulence just can moderate the relationship between MOI and market performance, but can not moderate the other relationships. Accordingly, there are some suggestions for firms were offered in this paper and these suggestions could be provided as the most important messages for administrators of firms to promote the NPD and market performance through the applying market orientation intention and market orientation capability. At last, research limitations and future works were pointed out.

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陳昭穎. "Market orientation strategy pattern analysis." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/26974837412050360095.

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碩士
國立交通大學
經營管理研究所
100
With the advancement of technology consumers today have more choices than before, and there is increasing influence of the strategy of market orientation. How resources are allocated for market orientation has become an important subject, thus this paper will look at financial performance figures from a more subjective point of view using the questionnaire method. We chose companies in the semi-conductor industry in Taiwan for our research. Research finding suggests that within the Taiwanese semi-conductor industry, companies that are growing tend to adopt consumer orientation and inter-functional cooperation strategies. Companies that are more mature tend to be spread out more evenly amongst consumer orientation, inter-functional cooperation, and market orientation. Therefore, even though growing companies may have better performance figures they are also easily influenced by market fluctuations. Mature companies that are leaders within their field have more stable financial performance figures.

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Chen, Jung-Chien, and 陳容仟. "Correlation between Market Orientation Correlation between Market Orientation and Patient Safety Climate in Taiwan Hospitals." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/14620993140431784928.

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碩士
嘉南藥理科技大學
醫療資訊管理研究所
98
Background and Objectives: Recently, facing to the extreme competition of medical market and frequent medical disputes, hospitals must make rapid and accurate responses to market changes and make medical environment more safe to maintain competitive advantages and improve business performances. Therefore, this study selected hospital staffs as samples and tried to clarify the correlations between the dimensions of market orientation (customer orientation, competitor orientation, and inter-functional coordination) and patient safety climate (safety procedures, perceived managerial patient safety practice, safety information flow, and priority of patient safety). Methods: The study was based on cross-sectional design and selected hospital staff nurses from two regional hospitals as samples in Taiwan. In all 343 valid samples were obtained. We adopted descriptive analysis, confirmatory factor analysis (CFA), Student’s t-test, One-Way ANOVA, Pearson correlation, multiple regression, and path analysis to analyze the data. Results: The findings indicated that customer orientation, one dimension of market orientation, has positive effects on each dimensions of patient safety climate and overall patient safety climate, and it has the most influence on the climate of patient safety procedures (β=0.47). However, competitor orientation only has a positive effect on the climate of patient safety information flow (β=0.17). In addition, hospital support for staffs also has the positive effect on overall patient safety climate, and has the most influence (β=0.43) on the climate of patient safety information flow. Based on the result of correlation matrix analysis, we found that hospital support for staffs has a positive effect on three dimensions of market orientation, especially on competitor orientation and inter-functional coordination. Therefore, we further used path analysis to explore the mediating effect of hospital support for staffs. Results of path analysis showed that competitor orientation and inter-functional coordination would affect patient safety climate positively through mediating effect of hospital support for staffs. Conclusions: Hospitals should implement the concepts of customer orientation to create patient-centered perspective and ask staffs of hospital to improve medical service design and delivery according this perspective. Then, a better of patient safety climate would be built. In addition, although competitor orientation and inter-functional coordination would not affect patient safety climate directly, hospital still could effectively strengthen supports for staffs to engage in patient-centered activities and further improve patient safety climate. Therefore, when hospitals are committed to improving patient safety climate, three dimensions of market orientation should not be ignored.

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Liu, Shi-Yun, and 劉詩雲. "The Study on Market Orientation and Performance：Market Orientation Implementation Perspectives." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/86787401532166819710.

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碩士
國立中興大學
企業管理學系所
105
Market orientation is the foundation of modern marketing. According to previous literature, there are plenty of studies on the model issue, moderate or antecedents related subjects while fewer on the implementation issues. So subjects such as “ are enterprises more willing to implement market orientation in the environmental uncertainty” and “what abilities enterprises have would benefit the implementation of a market orientation” are hence important for research. The study is based on current literature on market orientation and further explores the relationship between environmental turbulence and implementation of a market orientation; relationship between implementation of a market orientation and organizational performance and market orientation ability as a moderator in implementation of a market orientation and organizational performance. The Chinese economy has grown rapidly in recent years, and the service sector in China GDP is getting larger and larger. The study used Chinese service sector as the sample, statistical analyses were conducted through questionnaires and the theoretical model was proposed for verification. According to the results, (1) market turbulence, technological turbulence, competitive intensity of the environmental uncertainty show significant positive effects on the implementation of a market orientation; (2) intelligence dissemination and intelligence responsiveness of implementation of a market orientation show significant positive correlation with organizational performance; and (3) the attitude of the top management team who has the implementation abilities of a market orientation has positive moderating effects on the generation of market intelligence and organizational performance; the human resources policy on the implementation abilities of a market orientation has a positive moderating effect on intelligence dissemination and organizational performance. Lastly, the study proposed the theoretical and practical implications based on the empirical results, identified the limitation of the study and made suggestions for directions of future study.

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Hsiang-KengLin and 林詳耿. "The Influences of Branding Capability, Entrepreneurial Orientation, and International Market Experience Transfer on Market-Driving Orientation and International Market Performance." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/03405564020256331692.

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碩士
國立成功大學
經營管理碩士學位學程(AMBA)
103
Academic research field of market orientaion has been a major issue in the past decades, and its importance gradually appears to be more significant. However, we can find very few studies that investigate market-driving orientation related issues. In this fast-moving and dynamic era of great information explosion, consumers tend to engage with various consuming habits. This makes a tremendous impct on sustaining competitiveness to the firms that considered market-driving orientation as their market strategy. Instead, strategy based on market-driving orientation seems to take a proactive lead. With such strategy, firms are able to satisfy customers’ potential demands and obtain long-term competitive advantages by developing required capabilities. This study aims to examine how firm’s capabilities can influence market-driving orientation and International Market Performance. The questionnaire samples are collected from several Taiwanese firms that are engaged with export activities, excluding non-profit organizations. Respondents to the questionnaire are limited to senior management of each firm, such as CEOs, general managers, and section managers. 980 questionnaires were issued. 239 were returned and considered valid, therefore, the effective ratio reached 24.39%. Sample collection started from March of 2014, and ended in end of June, 2014. All data was processed by SPSS20.0 and AMOS 21.0. This study has done descriptive statistics, reliability and validity analysis, and path analysis. In the final results show that (1) branding capability has no significant influence on market-driving orientation; (2) entrepreneurial orientation ＆ international market experience transfer are positively associated with market-driving orientation; (3) market-driving orientation is highly related to international market performance; (4) that the moderating effect of macro level matching to market-driving orientation and international market performance is not significant

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