A basic premise of marketing is that organisational performance is improved by satis-fying customers. In the light of this proclamation, the present paper examines evidence sug-gesting that the adoption of a marketing-led approach to business actually imp
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Importance of Market Orientation
- The Nature of the Market Orientation Construct
- Empirical Evidence
- Market Orientation and Performance
- Environment Influences on Performance
- Moderators of the Market Orientation-Performance Relationship
- Limitations
- Conclusion
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to investigate the relationship between a marketing-led approach to business and organizational performance. It examines the evidence suggesting that adopting a market-oriented strategy improves organizational performance. The key themes explored in this paper include:- The importance of being market-oriented
- The nature of the market orientation construct
- The empirical evidence for a market orientation-performance relationship
- Methodological considerations in relation to generalizing the evidence
- The influence of environmental factors on organizational performance
Zusammenfassung der Kapitel (Chapter Summaries)
The paper begins by outlining the fundamental premise of marketing, which states that customer satisfaction leads to improved organizational performance. The paper then delves into the importance of adopting a market-oriented approach, examining the marketing concept and its implementation, termed "market orientation." The following chapter explores the nature of the market orientation construct, highlighting the two dominant conceptualizations developed by Kohli and Jaworski (1990) and Narver and Slater (1990). These frameworks, based on extensive literature searches and exploratory field research, propose distinct but overlapping models for understanding market orientation. The paper continues with a detailed analysis of empirical evidence supporting the relationship between market orientation and organizational performance. It examines the methodologies used in research, exploring potential limitations and considering the influence of environmental factors on the relationship.Schlüsselwörter (Keywords)
This paper focuses on the concept of market orientation, examining its relationship to organizational performance. Key terms and concepts include: market orientation, marketing concept, customer orientation, competitor orientation, inter-functional coordination, organizational performance, environmental influences, and methodological considerations.Frequently Asked Questions
Does a marketing-led approach actually improve business performance?
Research suggests that satisfying customer needs through a market-oriented approach generally leads to better long-term organizational performance and profitability.
What is the difference between the marketing concept and market orientation?
The marketing concept is a business philosophy, while market orientation is the actual implementation of that philosophy within the organization's culture and processes.
What are the Narver and Slater (1990) frameworks?
They defined market orientation through three components: customer orientation, competitor orientation, and inter-functional coordination within the firm.
How do environmental factors moderate marketing success?
Factors like market turbulence, competitive intensity, and technological change can influence how effectively a market-oriented strategy translates into performance.
Are there limitations to the market orientation-performance link?
Yes, limitations often involve methodological challenges in measurement and the difficulty of generalizing results across different industries or global regions.
- Quote paper
- Dr. Klaus Schöfer (Author), 1998, To what extent is there evidence to suggest that the adoption of a marketing-led approach to business actually does improve organizational performance?, Munich, GRIN Verlag, https://www.grin.com/document/185875
