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Market orientation: reflections on field-based, discovery-oriented research

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  • Gregory S. Carpenter

    (Northwestern University)

Abstract

For years, market orientation remained an appealing concept that was, in practice, less favored than other approaches to management. A surge of research on market orientation helped clarify the concept and provide needed logical structure, creating a foundation for the further research and for adoption in practice. Among the most influential papers in that surge is Kohli and Jaworski (Journal of Marketing, 54, 1–18, 1990). In this paper, we comment on Jaworski and Kohli’s essay, exploring the process for field-based, discovery-oriented research, drawing comparisons with experimental, analytical or empirical approaches. We explore how one formulates and poses questions differently, the process of choosing collaborators, differences in the data collection, analysis, and differences in crafting papers. Illustrating these differences with Kohli and Jaworksi (Journal of Marketing, 54, 1–18, 1990), we explore more recent advances in market orientation and propose directions for future work.

Suggested Citation

  • Gregory S. Carpenter, 2017. "Market orientation: reflections on field-based, discovery-oriented research," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 13-19, June.
    • Handle: RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0095-6
    DOI: 10.1007/s13162-017-0095-6
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    References listed on IDEAS

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    1. Glen L. Urban & Theresa Carter & Steven Gaskin & Zofia Mucha, 1986. "Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications," Management Science, INFORMS, vol. 32(6), pages 645-659, June.
    2. Ali, Héla Hadj & Lecocq, Sébastien & Visser, Michael, 2010. "The Impact of Gurus: Parker Grades and en primeur Wine Prices," Journal of Wine Economics, Cambridge University Press, vol. 5(1), pages 22-39, April.
    3. Bernard J. Jaworski & Ajay K. Kohli, 2017. "Conducting field-based, discovery-oriented research: lessons from our market orientation research experience," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 4-12, June.
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    Cited by:

    1. Nagasimha Balakrishna Kanagal, 2017. "Development of Market Orientation for Marketing Strategy Formulation," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 54-65, August.
    2. O. C. Ferrell, 2018. "Marketing’s identity crisis: it’s complicated," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 30-38, June.
    3. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.

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