Market Shaping Orientation and Firm Performance

Markus Blut, Hartmut H. Holzmüller and Markus Stolper
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Markus Blut: Technische Universität Dortmund
Hartmut H. Holzmüller: Technische Universität Dortmund
Markus Stolper: ARDEX GmbH

Chapter 1 in Quantitative Marketing and Marketing Management, 2012, pp 447-466 from Springer

Abstract: Abstract Marketing theory suggests market orientation as an effective strategy for achieving and maintaining competitive advantage (Kohli/Jaworski 1990; Narver/Slater 1990). Reviewing the literature, Jaworski et al. (2000) criticize most conceptualizations of the construct to be too narrow and to neglect a proactive understanding of shaping customers and/or the market. Against this background, we discuss two approaches to being market oriented: the first can be described as a ‘market driven’ and the second as a ‘market shaping’ approach. We develop new measures for the latter construct and empirically test its antecedents and consequences. Moreover, we examine moderator variables affecting the market shaping orientation-performance linkage, using a sample of 181 firms.

Keywords: Marketing Strategy; Market Orientation; Market Shaping Orientation (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_21

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DOI: 10.1007/978-3-8349-3722-3_21

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