Creating a Market Orientation : A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation  

Oleh:

Gebhardt, Gary F. ; Carpenter, Gregory S. ; Sherry, John F.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 70 no. 4 (Okt. 2006), page 37-55.
Topik: market; market; cultural

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Market orientation is a foundation of marketing and is increasingly important in other fields, such as strategic management. Research in marketing has identified the characteristics of market oriented orgnizations. However how organizations change to become more market oriented has received less attention. in this article, the authors conduct an in depth, longitudinal, multifirm investigation of firms that have successfully created a market orientation. Grounded by this in depth understanding, they develop a theoretical model to explain how firms create a market orientation. The model identifies four path dependent stages of change. In contrast to current conceptualizations, the authors find that creating a mrket orientation requires dramatic changes to an organization's culture and the creation of organizationally shared market understandings. The findings offer bew insights into how organizations develop a greater market orientation, organizational change, and the nature of market orientation, including the role of intraorganizational power and organizational learning in creating and sustaining a market orientation.

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