Is market orientation alone enough? A theory of market orientation, productivity, and performance

Hean Tat Keh; Seong Y. Park; Ji Yong Shin

doi:10.1007/978-3-319-17320-7_65

Is market orientation alone enough? A theory of market orientation, productivity, and performance

Hean Tat Keh, Seong Y. Park, Ji Yong Shin

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Other › peer-review

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
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	https://doi.org/10.1007/978-3-319-17320-7_65
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
Publisher	Springer
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Conference

Conference	AMS World Marketing Congress 1997
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

Access to Document

10.1007/978-3-319-17320-7_65

Cite this

Keh, H. T., Park, S. Y., & Shin, J. Y. (1997). Is market orientation alone enough? A theory of market orientation, productivity, and performance. In S. MD. Sidin, & A. K. Manrai (Eds.), Proceedings of the 1997 World Marketing Congress (1st ed., pp. 242-245). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer. https://doi.org/10.1007/978-3-319-17320-7_65

Keh, Hean Tat ; Park, Seong Y. ; Shin, Ji Yong. / Is market orientation alone enough? A theory of market orientation, productivity, and performance. Proceedings of the 1997 World Marketing Congress. editor / Samsinar MD Sidin ; Ajay K. Manrai. 1st. ed. Cham Switzerland : Springer, 1997. pp. 242-245 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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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.",

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author = "Keh, {Hean Tat} and Park, {Seong Y.} and Shin, {Ji Yong}",

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year = "1997",

doi = "10.1007/978-3-319-17320-7_65",

language = "English",

isbn = "9783319173191",

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Keh, HT, Park, SY & Shin, JY 1997, Is market orientation alone enough? A theory of market orientation, productivity, and performance. in SMD Sidin & AK Manrai (eds), Proceedings of the 1997 World Marketing Congress. 1st edn, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham Switzerland, pp. 242-245, AMS World Marketing Congress 1997, Kuala Lumpur, Malaysia, 24/06/97. https://doi.org/10.1007/978-3-319-17320-7_65

Is market orientation alone enough? A theory of market orientation, productivity, and performance. / Keh, Hean Tat; Park, Seong Y.; Shin, Ji Yong.
Proceedings of the 1997 World Marketing Congress. ed. / Samsinar MD Sidin; Ajay K. Manrai. 1st. ed. Cham Switzerland: Springer, 1997. p. 242-245 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Other › peer-review

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AB - 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.

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Keh HT, Park SY, Shin JY. Is market orientation alone enough? A theory of market orientation, productivity, and performance. In Sidin SMD, Manrai AK, editors, Proceedings of the 1997 World Marketing Congress. 1st ed. Cham Switzerland: Springer. 1997. p. 242-245. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-17320-7_65

Is market orientation alone enough? A theory of market orientation, productivity, and performance

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