Time & market orientation

June 4, 2009 § Leave a comment

Since the formalization of the market orientation concept in the 90’s (Kohli and Jaworski 1990; Narver and Slater 1990), empirical investigations were mainly devoted at the exploration of its impact on business performance (Slater and Narver 1994; Jaworski and Kohli 1993; Greenley 1995). As the associations were not always clear, researchers suggested that delayed effects could explain non-significant associations with the measures of performance (Greenley 1995; Hunt and Morgan 1995). Researchers also looked for potential mediating variables (Han et al 1998) while others emphasized the cultural dimension of market orientation. For Day (1994) the cultural basis of market orientation is essential in defining the ontological status of the concept. Several recent studies integrate such a view (Jaworski and Kohli 1996; Harris and Ogbonna 1999; Olavarrieta and Friedmann 2000). Acknowledging the cultural nature of market orientation leads to the examination of temporal phenomena involved in market oriented processes. As recently demonstrated by Heiens (2000), there is a need for a better understanding of market oriented firms. In line with this, assessing the role of time in market orientation will certainly add to our knowledge. The key aspects of time that are considered are length, age and historical period. The significance of these three aspects for market orientation are now considered.
see : amsreview.org


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