Developing a Market Orientation / Edition 1

by Rohit Deshpande

Overview

The Marketing Service Institute has a 38 years history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation' has only been available as a series of working papers, is now presented in book form for the first time by Sage Publications.

This book demonstrates the importance of market orientation on organizational culture ( the shared set of values in putting customer first), on strategy (creating superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating an d satisfying customers)

Product Details

ISBN-13:	9780761916932
Publisher:	SAGE Publications
Publication date:	04/13/1999
Edition description:	New Edition
Pages:	328
Product dimensions:	6.00(w) x 9.00(h) x (d)

Table of Contents

Introduction - Rohit Deshpandé
Market Orientation - Ajay K Kohli and Bernard J Jaworski
The Construct, Research Propositions and Managerial Implications
The Effect of Market Orientation on Business Profitability - John C Narver and Stanley F Slater
Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms - Rohit Deshpandé, John U Farley and Frederick E Webster Jr
A Quadrad Analysis
Market Orientation - Bernard J Jaworski and Ajay K Kohli
Antecedents and Consequences
Market Orientation, Performance and the Moderating Influence of Competitive Environment - Stanley F Slater and John C Narver
Does Market Orientation Matter for Small Firms? - Alfred M Pelham and David T Wilson
Market Orientation and Business Performance - John C Narver, Robert L Jacobson and Stanley F Slater
An Analysis of Panel Data
Understanding Market Orientation - Rohit Deshpandé and John U Farley
A Prospectively Designed Meta-Analysis of Three Market Orientation Scales
Market Orientated Is Not Enough - Stanley F Slater and John C Narver
Build a Learning Organization
The Influence of Market Orientation on Channel Relationships - Judy A Siguaw, Penny M Simpson and Thomas L Baker
A Dyadic Examination

Editorial Reviews

Presents a collection of working papers from the Marketing Science Institute (MSI). Material demonstrates the importance of market orientation on organizational culture, on strategy, and on tactics. Topics discussed include the effect of market orientation on business profitability, market orientation in small firms, and the influence of market orientation on channel relationships. All chapters were originally published as MSI working papers, and most represent research that MSI supported through financial and nonfinancial means. Paper edition (unseen) $29.95. Annotation c. Book News, Inc., Portland, OR (booknew.com)

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