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Testing interaction effects of the dimensions of market orientation on marketing program creativity

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  • Im, Subin
  • Hussain, Mahmood
  • Sengupta, Sanjit

Abstract

Despite the plethora of research on market orientation, our understanding of how different dimensions of market orientation interact with each other in generating new intelligence for marketing programs is limited. In this paper, we develop and test a model that examines the interaction effects of the three dimensions of market orientation--customer orientation, competitor orientation, and cross-functional integration--on generation of marketing program creativity, composed of novelty and meaningfulness dimensions. In empirically testing such effects, we illustrate how to use two-stage least squares (2SLS) estimation. We find significant positive interaction effects between customer orientation and competitor orientation and between competitor orientation and cross-functional integration in predicting marketing program novelty. We also find that competitor orientation and cross-functional integration significantly and positively interact with each other in improving marketing program meaningfulness. Our empirical results provide implications and directions for market orientation research.

Suggested Citation

  • Im, Subin & Hussain, Mahmood & Sengupta, Sanjit, 2008. "Testing interaction effects of the dimensions of market orientation on marketing program creativity," Journal of Business Research, Elsevier, vol. 61(8), pages 859-867, August.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:8:p:859-867
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    1. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
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    1. Dunne, Timothy C. & Aaron, Joshua R. & McDowell, William C. & Urban, David J. & Geho, Patrick R., 2016. "The impact of leadership on small business innovativeness," Journal of Business Research, Elsevier, vol. 69(11), pages 4876-4881.
    2. Rosa, José Antonio & Qualls, William J. & Ruth, Julie A., 2014. "Consumer creativity: Effects of gender and variation in the richness of vision and touch inputs," Journal of Business Research, Elsevier, vol. 67(3), pages 386-393.
    3. Rapp, Adam & Trainor, Kevin J. & Agnihotri, Raj, 2010. "Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology," Journal of Business Research, Elsevier, vol. 63(11), pages 1229-1236, November.
    4. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Hong, Paul & Doll, William J. & Revilla, Elena & Nahm, Abraham Y., 2011. "Knowledge sharing and strategic fit in integrated product development proejcts: An empirical study," International Journal of Production Economics, Elsevier, vol. 132(2), pages 186-196, August.
    6. Deng, Cheng & Yang, Jianjun & Su, Zhongfeng & Zhang, Shuman, 2021. "The double-edged sword impact of effectuation on new product creativity: The moderating role of competitive intensity and firm size," Journal of Business Research, Elsevier, vol. 137(C), pages 1-12.
    7. López-Mosquera, Natalia & Álvarez-Coque, José María García & Sánchez, Mercedes, 2014. "Does Market Orientation in Small-Scale farms pay off? A study of Innovation behaviour in Spanish agriculture," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182813, European Association of Agricultural Economists.
    8. Abebe, Michael A. & Angriawan, Arifin, 2014. "Organizational and competitive influences of exploration and exploitation activities in small firms," Journal of Business Research, Elsevier, vol. 67(3), pages 339-345.
    9. Guo, Chiquan & Wang, Yong J. & Metcalf, Ashley, 2014. "How to calibrate conventional market-oriented organizational culture in 21st century production-centered firms? A customer relationship perspective," International Journal of Production Economics, Elsevier, vol. 156(C), pages 235-245.
    10. Rijsdijk, S.A. & Langerak, F. & Hultink, E.J., 2008. "Understanding a Two-Sided Coin: Antecedents and Consequences of a Decomposed Product Advantage," ERIM Report Series Research in Management ERS-2008-074-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    11. Smirnova, Maria M. & Rebiazina, Vera A. & Frösén, Johanna, 2018. "Customer orientation as a multidimensional construct: Evidence from the Russian markets," Journal of Business Research, Elsevier, vol. 86(C), pages 457-467.
    12. Gholamreza Jandaghi & Ali Mokhles & Hassan Kharazi, 2011. "Market-Orientation and Its Impact on the Performance of Asia Insurance Company in Kerman Province," Journal of Economics and Behavioral Studies, AMH International, vol. 3(1), pages 1-7.

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