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Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation
Market orientation is a foundation of marketing and is increasingly important in other fields, such as strategic management. Research in marketing has identified the characteristics of market-oriented organizations. However, how organizations change to become more market oriented has received less attention. In this article, the authors conduct an in-depth, longitudinal, multifirm investigation of firms that have successfully created a market orientation. Grounded by this in-depth understanding, they develop a theoretical model to explain how firms create a market orientation. The model identifies four path-dependent stages of change. In contrast to current conceptualizations, the authors find that creating a market orientation requires dramatic changes to an organization's culture and the creation of organizationally shared market understandings. The findings offer new insights into how organizations develop a greater market orientation, organizational change, and the nature of market orientation, including the role of intraorganizational power and organizational learning in creating and sustaining a market orientation.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7004 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2006 |
|---|---|
| Edisi | Vol. 70, No. 4, Oct., 2006 |
| Subjek | Market orientation Longitudinal Research marketing Multifirm investigation |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 19 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |