IDEAS home Printed from https://ideas.repec.org/p/gro/rugsom/02b13.html
   My bibliography  Save this paper

Market-oriented product development as an organizational learning capability: findings from two cases

Author

Listed:
  • Kok, Robert A.W.
  • Hillebrand, Bas
  • Biemans, Wim G.

    (Groningen University)

Abstract

Conceptualizing market orientation at the level of the product development process is relevant, because market orientation is a highly critical factor for new product success and this conceptualization can be used as a starting-point to transform the whole organization into a more market oriented one. Market-oriented product development appears to be more than carrying out a number of marketing activities in a product development process. Using concepts from resourcebased theory and organizational learning theory, we draw up a conceptual framework of marketoriented product development as an organizational learning capability substantiated by findings from two case studies. This capability encapsulates the values and norms, knowledge and skills, technical and managerial knowledge systems, which enable learning about markets through information processing behavior in product development and improve this market learning behavior. This conceptualization stimulates research on operationalizing market orientation in the managerial context of a critical business process and research on enhancing the degree of market orientation.

Suggested Citation

  • Kok, Robert A.W. & Hillebrand, Bas & Biemans, Wim G., 2002. "Market-oriented product development as an organizational learning capability: findings from two cases," Research Report 02B13, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    • Handle: RePEc:gro:rugsom:02b13
    as

    Download full text from publisher

    File URL: http://irs.ub.rug.nl/ppn/238280713
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Crawford, C. Merle, 1986. "Evaluating new products: A system, not an act," Business Horizons, Elsevier, vol. 29(6), pages 48-55.
    2. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    3. Gordon E. Greenley, 1995. "Forms Of Market Orientation In Uk Companies," Journal of Management Studies, Wiley Blackwell, vol. 32(1), pages 47-66, January.
    4. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    5. Gary Burchill & Charles H. Fine, 1997. "Time Versus Market Orientation in Product Concept Development: Empirically-Based Theory Generation," Management Science, INFORMS, vol. 43(4), pages 465-478, April.
    6. George P. Huber, 1991. "Organizational Learning: The Contributing Processes and the Literatures," Organization Science, INFORMS, vol. 2(1), pages 88-115, February.
    7. Lichtenthal, J. David & Wilson, David T., 1992. "Becoming market oriented," Journal of Business Research, Elsevier, vol. 24(3), pages 191-207, May.
    8. Hult, G. Tomas M. & Ferrell, O. C., 1997. "A global learning organization structure and market information processing," Journal of Business Research, Elsevier, vol. 40(2), pages 155-166, October.
    9. Kahn, Kenneth B. & Mentzer, John T., 1994. "Norms that distinguish between marketing and manufacturing," Journal of Business Research, Elsevier, vol. 30(2), pages 111-118, June.
    10. Florence Allard-Poesi, 1998. "Representations And Influence Processes In Groups: Towards A Socio-Cognitive Perspective On Cognition In Organization," Post-Print hal-01490579, HAL.
    11. Slater, Stanley F. & Narver, John C., 1994. "Market orientation, customer value, and superior performance," Business Horizons, Elsevier, vol. 37(2), pages 22-28.
    12. Atuahene-Gima, Kwaku, 1996. "Market orientation and innovation," Journal of Business Research, Elsevier, vol. 35(2), pages 93-103, February.
    13. Allard-Poesi, Florence, 1998. "Representations And Influence Processes In Groups: Towards A Socio-Cognitive Perspective On Cognition In Organization," Scandinavian Journal of Management, Elsevier, vol. 14(4), pages 395-420, December.
    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. repec:dgr:rugsom:02b13 is not listed on IDEAS
    2. repec:mgs:ijoied:v:1:y:2015:i:1:p:17-26 is not listed on IDEAS
    3. 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.
    4. Reed, Kendra & Goolsby, Jerry R. & Johnston, Michelle K., 2016. "Listening in and out: Listening to customers and employees to strengthen an integrated market-oriented system," Journal of Business Research, Elsevier, vol. 69(9), pages 3591-3599.
    5. Krishnan Hariharan & Vivekanand G, 2018. "Perspectives on Organizational Learning," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 9(1), pages 81-86, January.
    6. Song, Jing & Wei, Yinghong (Susan) & Wang, Rui, 2015. "Market orientation and innovation performance: The moderating roles of firm ownership structures," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 319-331.
    7. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    8. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    9. Da Mota de Pina E Cunha, A.M., 1998. "Determinants of Product Innovation in Organizations : Practices and Performance in the Portugese Financial Sector," Other publications TiSEM e6e4e56e-b72a-4392-8d79-f, Tilburg University, School of Economics and Management.
    10. 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.
    11. P.K.A. Ladipo & A. Ganiyu Rahim & C. Abayomi Oguntoyibo & I. Olatunji Okikiola, 2016. "Market Orientation and Business Performance: a Study of Interrelationships and Effects in a Small sized Hotels within Lagos State Metropolis," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 2(4), pages 98-119, December.
    12. Kozielski Robert, 2016. "Determinants of Business Success – Theoretical Model and Empirical Verification," Folia Oeconomica Stetinensia, Sciendo, vol. 16(1), pages 274-285, December.
    13. Morgan, Todd & Anokhin, Sergey Alexander & Wincent, Joakim, 2019. "New service development by manufacturing firms: Effects of customer participation under environmental contingencies," Journal of Business Research, Elsevier, vol. 104(C), pages 497-505.
    14. Hult, G. Tomas M. & Ferrell, O. C. & Hurley, Robert F., 2002. "Global organizational learning effects on cycle time performance," Journal of Business Research, Elsevier, vol. 55(5), pages 377-387, May.
    15. Liu, Xiaohui & Gao, Lan & Lu, Jiangyong & Lioliou, Eleni, 2016. "Does learning at home and from abroad boost the foreign subsidiary performance of emerging economy multinational enterprises?," International Business Review, Elsevier, vol. 25(1), pages 141-151.
    16. Baker, William E. & Mukherjee, Debmalya & Gattermann Perin, Marcelo, 2022. "Learning orientation and competitive advantage: A critical synthesis and future directions," Journal of Business Research, Elsevier, vol. 144(C), pages 863-873.
    17. Gligor, David & Gligor, Nichole & Maloni, Michael, 2019. "The impact of the supplier's market orientation on the customer market orientation-performance relationship," International Journal of Production Economics, Elsevier, vol. 216(C), pages 81-93.
    18. Chen, Chien-Wei & Lien, Nai-Hwa, 2013. "Technological opportunism and firm performance: Moderating contexts," Journal of Business Research, Elsevier, vol. 66(11), pages 2218-2225.
    19. Yilmaz, Cengiz & Varnali, Kaan & Kasnakoglu, Berna Tari, 2016. "How do firms benefit from customer complaints?," Journal of Business Research, Elsevier, vol. 69(2), pages 944-955.
    20. Morgan, Todd & Obal, Michael & Anokhin, Sergey, 2018. "Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies," Research Policy, Elsevier, vol. 47(2), pages 498-510.
    21. Namita Kaushik & R. C. Dangwal, 2023. "Do Entrepreneurial Orientation and Market Orientation Matter for MSMEs Performance? A Systematic Literature Review," Paradigm, , vol. 27(1), pages 78-92, June.
    22. Subramanian, Ram & Gopalakrishna, Pradeep, 2001. "The market orientation-performance relationship in the context of a developing economy: An empirical analysis," Journal of Business Research, Elsevier, vol. 53(1), pages 1-13, July.

    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:gro:rugsom:02b13. 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: Hanneke Tamling (email available below). General contact details of provider: https://edirc.repec.org/data/ferugnl.html .

    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.