Exploring the performance outcomes of combining value cocreation orientation, market orientation and marketing department power: a cluster analysis

Orientation cocréation de valeur, orientation marché, et pouvoir du département marketing: une exploration de leur performance combinée via une analyse de clusters

Carole Charbonnel () and Pierre Valette-Florence
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Carole Charbonnel: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Pierre Valette-Florence: IUM - International University of Monaco

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Abstract: This research examines how firms' implementation of value cocreation principles, as reflected by their value cocreation orientation (VCCO), combines with two established performance determinants - market orientation and marketing department power – to develop performance. Drawing on survey data from 225 French senior executives across various industries, we conducted a pilot cluster analysis, revealing three distinct groups of companies. Notably, we observe that high-performing firms exhibit strong marketing department power combined with low VCCO, while low-performing businesses demonstrate weak marketing departments and high VCCO levels. Market orientation shows no significant difference across clusters, whatever their level of performance. These preliminary results challenge the assumption that adopting value cocreation universally benefits firms. They also confirm marketing department power as a crucial performance driver, while questioning market orientation's systematic positive impact. Further analysis will enable us to develop the contributions of the research in the final version.

Keywords: Value; cocreation; -; Market; orientation; -Marketing; department; power; -Performance; -Cluster; analysis; - (search for similar items in EconPapers)
Date: 2026-05-20
Note: View the original document on HAL open archive server: https://hal.science/hal-05579740v1
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Published in 42ième Congrès de l'AFM, May 2026, Angers (France), France

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