Naslov
Distinguishing Practices of Internally Market-Oriented and Non-Internally Market-Oriented Companies

Autori
Martin, Beth Ann ; Martin, James H. ; Minnillo, Paul

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the Marketing Management Conference / Kunz, Michelle ; Engelland, Brian - Chicago (IL) : Marketing Management Association, 2003, 132-179

Skup
Marketing Management Conference

Mjesto i datum
Chicago (IL), Sjedinjene Američke Države, 15.03.2003. - 18.03.2003

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Internally and Non-Internally; Market-Oriented

Sažetak
Past research on market orientation has established a relationship between market oriented organizational cultures and the organization&#8217 ; ; s performance and has begun to identify moderating factors such as corporate level strategy and elements of the market environment. There is very little extant empirical study concerning the development of a market orientation within a firm. The purpose of this research is to move beyond traditional market orientation thinking and to go inside organizations to determine how the actual market orientation activities are interrelated and how the practices differ between market oriented and non-market oriented companies. Results from a study of 21 mid-sized manufacturing firms in Northeast Ohio are reported. Six categories of practices were consistently exhibited by the highly market oriented companies to create, establish and continue a culture of focusing on the internal and external customer. There were also 4 commonalities among the non-market oriented companies that appeared to be inhibitors impeding the development of a strong market oriented culture.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA