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Seeing market orientation through a capabilities lens

Seeing market orientation through a capabilities lens Purpose – The purpose of this paper is to examine how conceptualising market orientation within a capabilities framework may assist in developing further understanding of the construct. Design/methodology/approach – Compelling issues in the market orientation literature relating to the nature of the market orientation construct, the relationship of the construct with performance, and identifying antecedents to market orientation are discussed. The capabilities perspective is explored in the context of these issues. In particular, a perspective of market orientation based on the market‐sensing capability is proposed, which may provide additional insights into the construct. Research limitations/implications – The capabilities framework facilitates a more comprehensive approach to understanding the nature of market orientation, which captures the complex interaction of behavioural and cultural factors in the conceptualisation of the construct. Originality/value – This paper addresses the need to examine how marketing capabilities may contribute to organisation performance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Seeing market orientation through a capabilities lens

European Journal of Marketing , Volume 43 (1/2): 8 – Feb 13, 2009

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560910923201
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine how conceptualising market orientation within a capabilities framework may assist in developing further understanding of the construct. Design/methodology/approach – Compelling issues in the market orientation literature relating to the nature of the market orientation construct, the relationship of the construct with performance, and identifying antecedents to market orientation are discussed. The capabilities perspective is explored in the context of these issues. In particular, a perspective of market orientation based on the market‐sensing capability is proposed, which may provide additional insights into the construct. Research limitations/implications – The capabilities framework facilitates a more comprehensive approach to understanding the nature of market orientation, which captures the complex interaction of behavioural and cultural factors in the conceptualisation of the construct. Originality/value – This paper addresses the need to examine how marketing capabilities may contribute to organisation performance.

Journal

European Journal of MarketingEmerald Publishing

Published: Feb 13, 2009

Keywords: Market orientation; Performance management;

References

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