Developing a Market Orientation
Rohit Deshpande
- Hauser Center for Nonprofit Organizations and Kennedy School of Government, Harvard University
Purchase
eBook
ISBN:
9781452263168
Available from
January 0001
Paperback
ISBN:
9780761916932
Available from
January 0001
Description
The Marketing Science Institute (MSI) has a 38-year history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on "developing a market orientation," heretofore only available as a series of working papers, is presented in book form for the first time by Sage Publications, Inc.
Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
An illustrious group of authors under the leadership of MSI Executive Director Rohit Deshpandé, (Harvard Business School), has collaborated on this unique and timely book. The wisdom of Developing a Market Orientation should be experienced by all business leaders, scholars, and students.
Contents
Introduction
Introduction
Market Orientation
- The Construct, Research Propositions and Managerial Implications
The Effect of Market Orientation on Business Profitability
The Effect of Market Orientation on Business Profitability
Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms
- A Quadrad Analysis
Market Orientation
- Antecedents and Consequences
Market Orientation, Performance and the Moderating Influence of Competitive Environment
Market Orientation, Performance and the Moderating Influence of Competitive Environment
Does Market Orientation Matter for Small Firms?
Does Market Orientation Matter for Small Firms?
Market Orientation and Business Performance
- An Analysis of Panel Data
Understanding Market Orientation
- A Prospectively Designed Meta-Analysis of Three Market Orientation Scales
Market Orientated Is Not Enough
- Build a Learning Organization
The Influence of Market Orientation on Channel Relationships
- A Dyadic Examination
Description
The Marketing Science Institute (MSI) has a 38-year history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on "developing a market orientation," heretofore only available as a series of working papers, is presented in book form for the first time by Sage Publications, Inc.
Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
An illustrious group of authors under the leadership of MSI Executive Director Rohit Deshpandé, (Harvard Business School), has collaborated on this unique and timely book. The wisdom of Developing a Market Orientation should be experienced by all business leaders, scholars, and students.
Contents
Introduction
Introduction
Market Orientation
- The Construct, Research Propositions and Managerial Implications
The Effect of Market Orientation on Business Profitability
The Effect of Market Orientation on Business Profitability
Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms
- A Quadrad Analysis
Market Orientation
- Antecedents and Consequences
Market Orientation, Performance and the Moderating Influence of Competitive Environment
Market Orientation, Performance and the Moderating Influence of Competitive Environment
Does Market Orientation Matter for Small Firms?
Does Market Orientation Matter for Small Firms?
Market Orientation and Business Performance
- An Analysis of Panel Data
Understanding Market Orientation
- A Prospectively Designed Meta-Analysis of Three Market Orientation Scales
Market Orientated Is Not Enough
- Build a Learning Organization
The Influence of Market Orientation on Channel Relationships
- A Dyadic Examination
April 1999 | 328 pages | Sage US
| Format | Published Date | ISBN | Price |
|---|---|---|---|
| Paperback | 28/02/2026 | 9780761916932 | $169.00 |
| 180 Day Ebook | 28/02/2026 | 9781452263168 | $67.00 |
| Lifetime | 28/02/2026 | 9781452263168 | $97.00 |
The Marketing Science Institute (MSI) has a 38-year history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on "developing a market orientation," heretofore only available as a series of working papers, is presented in book form for the first time by Sage Publications, Inc.
Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
An illustrious group of authors under the leadership of MSI Executive Director Rohit Deshpandé, (Harvard Business School), has collaborated on this unique and timely book. The wisdom of Developing a Market Orientation should be experienced by all business leaders, scholars, and students.
Table Of Contents:
- Introduction
- Market Orientation
- The Construct, Research Propositions and Managerial Implications
- The Effect of Market Orientation on Business Profitability
- Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms
- A Quadrad Analysis
- Market Orientation
- Antecedents and Consequences
- Market Orientation, Performance and the Moderating Influence of Competitive Environment
- Does Market Orientation Matter for Small Firms?
- Market Orientation and Business Performance
- An Analysis of Panel Data
- Understanding Market Orientation
- A Prospectively Designed Meta-Analysis of Three Market Orientation Scales
- Market Orientated Is Not Enough
- Build a Learning Organization
- The Influence of Market Orientation on Channel Relationships
- A Dyadic Examination