Abstract
Previous research on market orientation claims that higher levels of market orientation lead to greater profitability. In this conceptual paper, we argue that it is inadequate to only study the effect of market orientation on profitability. It is entirely feasible for a firm exhibiting high market orientation to perform poorly. We argue that firms should be concerned with the productivity of market orientation implementation, rather than with market orientation per se. We develop a conceptual model showing the relationship between market orientation, productivity and performance, and also present research propositions to test our theory.
Original language | English |
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Title of host publication | Proceedings of the 1997 World Marketing Congress |
Editors | Samsinar MD Sidin, Ajay K. Manrai |
Place of Publication | Cham Switzerland |
Publisher | Springer |
Pages | 242-245 |
Number of pages | 4 |
Edition | 1st |
ISBN (Electronic) | 9783319173207 |
ISBN (Print) | 9783319173191 |
DOIs | |
Publication status | Published - 1997 |
Externally published | Yes |
Event | AMS World Marketing Congress 1997 - Kuala Lumpur, Malaysia Duration: 24 Jun 1997 → 27 Jun 1997 Conference number: 8th |
Publication series
Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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Publisher | Springer |
ISSN (Print) | 2363-6165 |
ISSN (Electronic) | 2363-6173 |
Conference
Conference | AMS World Marketing Congress 1997 |
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Abbreviated title | AMS WMC 1997 |
Country/Territory | Malaysia |
City | Kuala Lumpur |
Period | 24/06/97 → 27/06/97 |
Keywords
- American Market Association
- Implementation Process
- Market Orientation
- Telecommunication Industry
- Wall Street Journal