Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms

Albuquerque Mariangela Duarte Soares and Martins Tomas Sparano ()
Additional contact information
Albuquerque Mariangela Duarte Soares: Department of Business, Universidade Federal do Parana, Curitiba, 80060-000, Brazil
Martins Tomas Sparano: Department of Business, Universidade Federal do Parana, Curitiba, 80060-000, Brazil

Review of Marketing Science, 2022, vol. 20, issue 1, 147-173

Abstract: The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.

Keywords: service dominant orientation; responsive and proactive market orientation; brand performance; orientation complementarity; agribusiness B2B (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/roms-2021-0054 (text/html)
For access to full text, subscription to the journal or payment for the individual article is required.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bpj:revmkt:v:20:y:2022:i:1:p:147-173:n:9

Ordering information: This journal article can be ordered from
https://www.degruyter.com/journal/key/roms/html

DOI: 10.1515/roms-2021-0054

Access Statistics for this article

Review of Marketing Science is currently edited by Ram C. Rao

More articles in Review of Marketing Science from De Gruyter
Bibliographic data for series maintained by Peter Golla ().