The role of value cocreation orientation, market orientation and marketing department power in firm performance: a cluster analysis

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 powerin order to develop performance. Drawing on survey data from 225 French senior executives across various industries, we currently conduct a pilot cluster analysis, revealing three distinct groups of companies gathering high, medium-or low-performing firms. 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 principles 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 refine our understanding of these relationships and enable to develop the contributions of the research in the final version.

Keywords: Value; cocreation; -Market; orientation; -Marketing; department; power; -Performance; -Cluster; analysis; -Marketing; strategy (search for similar items in EconPapers)
Date: 2026-05-27
Note: View the original document on HAL open archive server: https://hal.science/hal-05579720v1
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Published in 2026 AMA GLOBAL CONFERENCE, May 2026, Nice, France

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