IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v33y2013i7-8p694-704.html
   My bibliography  Save this article

A qualitative and longitudinal analysis of market orientation

Author

Listed:
  • Lourdes Cauzo Bottala
  • María Ángeles Revilla Camacho

Abstract

This work analyzes the dynamic effect of market orientation (MO) on organizational performance, both in the long term and in the short term. The performance was measured by the sales growth and profitability. The methodology used is innovative as it quantifies the MO with a qualitative technique: content analysis. Data from the Spanish banking sector between 2005 and 2007 are the basis of a longitudinal study. The results indicate that the banks that develop an MO approach maintain this approach over time. On the other hand, MO does not seem to have a direct effect on profitability, but does affect the long-term sales growth.

Suggested Citation

  • Lourdes Cauzo Bottala & María Ángeles Revilla Camacho, 2013. "A qualitative and longitudinal analysis of market orientation," The Service Industries Journal, Taylor & Francis Journals, vol. 33(7-8), pages 694-704, May.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:7-8:p:694-704
    DOI: 10.1080/02642069.2013.740465
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2013.740465
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642069.2013.740465?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bennett, Roger C. & Cooper, Robert G., 1981. "The misuse of marketing: An American tragedy," Business Horizons, Elsevier, vol. 24(6), pages 51-61.
    2. Bettiol, M & Di Maria, E & Finotto, Vladi, 2012. "Marketing in smes: the role of entrepreneurial sensemaking," MPRA Paper 39405, University Library of Munich, Germany.
    3. Bennett, Roger C. & Cooper, Robert G., 1979. "Beyond the marketing concept," Business Horizons, Elsevier, vol. 22(3), pages 76-83, June.
    4. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    5. Omar Merlo & Seigyoung Auh, 2009. "The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance," Marketing Letters, Springer, vol. 20(3), pages 295-311, September.
    6. Atuahene-Gima, Kwaku, 1996. "Market orientation and innovation," Journal of Business Research, Elsevier, vol. 35(2), pages 93-103, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammad Zubair Alam & Shazia Kousar & Muhammad Rizwan Ullah & Amber Pervaiz, 2022. "How creative destruction functions in corporate entrepreneurial process: an empirical investigation of Schumpeterian concept in engineering firm settings in Pakistan," Journal of Innovation and Entrepreneurship, Springer, vol. 11(1), pages 1-15, December.
    2. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    3. Scaringella, Laurent & Miles, Raymond E. & Truong, Yann, 2017. "Customers involvement and firm absorptive capacity in radical innovation: The case of technological spin-offs," Technological Forecasting and Social Change, Elsevier, vol. 120(C), pages 144-162.
    4. Cillo, Paola & De Luca, Luigi M. & Troilo, Gabriele, 2010. "Market information approaches, product innovativeness, and firm performance: An empirical study in the fashion industry," Research Policy, Elsevier, vol. 39(9), pages 1242-1252, November.
    5. Fritz, Wolfgang & Mundorf, Norbert, 1994. "Market orientation and corporate success: Findings from Germany," Working Papers 94/13, Technische Universität Braunschweig, Institute of Marketing.
    6. Sok, Phyra & O’Cass, Aron & Sok, Keo Mony, 2013. "Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities," Australasian marketing journal, Elsevier, vol. 21(3), pages 161-167.
    7. Tse, Alan C. B. & Sin, Leo Y. M. & Yau, Oliver H. M. & Lee, Jenny S. Y. & Chow, Raymond, 2003. "Market orientation and business performance in a Chinese business environment," Journal of Business Research, Elsevier, vol. 56(3), pages 227-239, March.
    8. Don Jyh-Fu Jeng & Artur Pak, 2016. "The variable effects of dynamic capability by firm size: the interaction of innovation and marketing capabilities in competitive industries," International Entrepreneurship and Management Journal, Springer, vol. 12(1), pages 115-130, March.
    9. Din, Muhammad Saadat & Cheema, Khaliq Ur Rehman, 2013. "Strategic Change: A Study of TQM and Innovation," MPRA Paper 53204, University Library of Munich, Germany.
    10. Alshahry Abdullah saeed A & Wang Aimin, 2015. "Market Orientation Impact on Radical and Incremental Marketing Innovation: A Study of Saudi Arabia Hospital Marketing Efforts," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(6), pages 101-117, May.
    11. Lee, Ruby P. & Wei, Susan, 2023. "Do employee orientation and societal orientation matter in the customer orientation—Performance link?," Journal of Business Research, Elsevier, vol. 159(C).
    12. Iman Aghaei & Amin Sokhanvar, 2020. "Factors influencing SME owners’ continuance intention in Bangladesh: a logistic regression model," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 10(3), pages 391-415, September.
    13. Gianluca Vagnani & Michele Simoni, 2016. "Technological uncertainty, market orientation and firms? economic performance," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(2), pages 143-167.
    14. Morgan P. Miles & Danny R. Arnold, 1991. "The Relationship between Marketing Orientation and Entrepreneurial Orientation," Entrepreneurship Theory and Practice, , vol. 15(4), pages 49-66, July.
    15. Harirchi, Gouya & Chaminade, Cristina, 2014. "Exploring the Relation Between the Degree of Novelty of Innovations and User–Producer Interaction Across Different Income Regions," World Development, Elsevier, vol. 57(C), pages 19-31.
    16. Harirchi , Gouya & Chaminade , Cristina, 2013. "User-producer interaction and the degree of novelty of innovations: a global perspective," Papers in Innovation Studies 2013/27, Lund University, CIRCLE - Centre for Innovation Research.
    17. Yinghong Susan Wei & Hugh O’Neill & Nan Zhou, 2020. "How Does Perceived Integrity in Leadership Matter to Firms in a Transitional Economy?," Journal of Business Ethics, Springer, vol. 167(4), pages 623-641, December.
    18. Adams, Pamela & Bodas Freitas, Isabel Maria & Fontana, Roberto, 2019. "Strategic orientation, innovation performance and the moderating influence of marketing management," Journal of Business Research, Elsevier, vol. 97(C), pages 129-140.
    19. Ravindra Jain & Cherry Jain & Prachi Jain, 2013. "Integrated Framework of Antecedents and Effects of Market Orientation," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 38(4), pages 425-445, November.
    20. Piercy, Nigel F. & Harris, Lloyd C. & Lane, Nikala, 2002. "Market orientation and retail operatives' expectations," Journal of Business Research, Elsevier, vol. 55(4), pages 261-273, April.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:33:y:2013:i:7-8:p:694-704. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.