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Forms of market orientation and firm performance: A complementary approach

Author

Listed:
  • Ahmet H. Kirca

    (Michigan State University)

  • William O. Bearden

    (University of South Carolina)

  • G. Tomas M. Hult

    (Michigan State University)

Abstract

The nature of the market orientation concept has been a subject of heated debate in the marketing and management strategy literature in recent years. In efforts to contribute to the ongoing debate, the authors propose a framework that describes four forms of market orientation (i.e., active, ceremonial, emergent, and inactive market orientation) based on the behavioral and cultural components of market orientation. In addition, a series of propositions are developed that summarize the effects of the four forms of market orientation for customer relationship and financial performance. The managerial implications and avenues for research that emerge from the proposed framework are also discussed.

Suggested Citation

  • Ahmet H. Kirca & William O. Bearden & G. Tomas M. Hult, 2011. "Forms of market orientation and firm performance: A complementary approach," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 145-153, December.
    • Handle: RePEc:spr:amsrev:v:1:y:2011:i:3:d:10.1007_s13162-011-0020-3
    DOI: 10.1007/s13162-011-0020-3
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    References listed on IDEAS

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    1. Gainer, Brenda & Padanyi, Paulette, 2005. "The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations," Journal of Business Research, Elsevier, vol. 58(6), pages 854-862, June.
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    4. George P. Huber, 1991. "Organizational Learning: The Contributing Processes and the Literatures," Organization Science, INFORMS, vol. 2(1), pages 88-115, February.
    5. G. Tomas M. Hult & David J. Ketchen & Stanley F. Slater, 2005. "Market orientation and performance: an integration of disparate approaches," Strategic Management Journal, Wiley Blackwell, vol. 26(12), pages 1173-1181, December.
    6. Tom Connor, 2007. "Market orientation and performance," Strategic Management Journal, Wiley Blackwell, vol. 28(9), pages 957-959, September.
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    Cited by:

    1. Yu, Chuanpeng & Wang, Yue & Li, Tianchen & Lin, Chunpei, 2022. "Do top management teams’ expectations and support drive management innovation in small and medium-sized enterprises?," Journal of Business Research, Elsevier, vol. 142(C), pages 88-99.
    2. Abbu, Haroon R. & Gopalakrishna, Pradeep, 2021. "Synergistic effects of market orientation implementation and internalization on firm performance: Direct marketing service provider industry," Journal of Business Research, Elsevier, vol. 125(C), pages 851-863.

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