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The dimensionality of the market orientation construct

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journal contribution
posted on 26.04.2019, 08:48 authored by Jim Crick
Market orientation is the implementation of the marketing concept and the organisation-wide creation of customer value. While there have been various conceptualisations and operationalisations of the market orientation construct, marketing academics have focused on a set of information-processing activities that managers and employees use to create a superior customer value provision to competitors. Moreover, although most researchers have studied market orientation as a multi-dimensional construct, others have used uni-dimensional approaches. In this literature review, the different approaches of market orientation are explored; plus, some recommendations are made about why marketing academics should not study market orientation as a uni-dimensional construct (based on conceptual and operational problems). That is, regardless of whether scholars investigate market orientation as a corporate culture or a set of firm-level behaviours (among other forms), there are several facets of the market orientation construct. This paper ends with some directions for future research.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Strategic Marketing

Volume

29

Issue

4

Pages

281-300

Citation

CRICK, J.M., 2019. The dimensionality of the market orientation construct. Journal of Strategic Marketing, doi:10.1080/0965254X.2019.1677747.

Publisher

Taylor & Francis (Routledge)

Version

AM (Accepted Manuscript)

Rights holder

© Informa UK Limited, trading as Taylor & Francis Group

Publisher statement

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 10 October 2019, available online: http://www.tandfonline.com/10.1080/0965254X.2019.1677747.

Acceptance date

19/04/2019

Publication date

2019-10-10

Copyright date

2021

ISSN

0965-254X

eISSN

1466-4488

Language

en