Crick_JSM MO Paper 2.9.18 LUPIN.pdf (312.41 kB)
The dimensionality of the market orientation construct
journal contributionposted on 2019-04-26, 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.
- Business and Economics
Published inJournal of Strategic Marketing
CitationCRICK, J.M., 2019. The dimensionality of the market orientation construct. Journal of Strategic Marketing, doi:10.1080/0965254X.2019.1677747.
PublisherTaylor & Francis (Routledge)
- AM (Accepted Manuscript)
Rights holder© Informa UK Limited, trading as Taylor & Francis Group
Publisher statementThis 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.