Forms of market orientation and firm performance: A complementary approach

Ahmet H. Kirca (), William O. Bearden () and G. Tomas M. Hult ()
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Ahmet H. Kirca: Michigan State University
William O. Bearden: University of South Carolina
G. Tomas M. Hult: Michigan State University

AMS Review, 2011, vol. 1, issue 3, No 6, 145-153

Abstract: Abstract The nature of the market orientation concept has been a subject of heated debate in the marketing and management strategy literature in recent years. In efforts to contribute to the ongoing debate, the authors propose a framework that describes four forms of market orientation (i.e., active, ceremonial, emergent, and inactive market orientation) based on the behavioral and cultural components of market orientation. In addition, a series of propositions are developed that summarize the effects of the four forms of market orientation for customer relationship and financial performance. The managerial implications and avenues for research that emerge from the proposed framework are also discussed.

Keywords: Market orientation; Organizational performance (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s13162-011-0020-3

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