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Market orientation: Bridging the gap between employees and consumers (Рыночнаяориентация: преодоление расстояния между сотрудниками и потребителями)

Опубликовано на портале: 25-12-2003
Организация: Northeastern University
Подтип: PhD
Тематические разделы: Менеджмент, Маркетинг

The «marketing concept»; has been central in the definition of the marketing discipline for decades, beginning with Levitt (1960). As stated by Drucker (1954), the principle purpose of a business is to create satisfied customers. It was not until recently, however, that attempts were made to conceptualize and measure the implementation and effectiveness of the marketing concept (Kohli and Jaworski 1990; Narver and Slater 1990; Deshpand, Farley, and Webster 1993). The implementation of the marketing concept has been termed «market orientation»; Over the past decade, this stream of research has resulted in some insightful studies and a better understanding of the role of marketing in an organization. However, there remain a variety of open issues yet to be tackled. The present study is designed to fill the current gaps in the market orientation literature in addition to its theoretical and methodological contributions. Specifically, I investigated the market orientation construct and its measurement through a multiple informant survey administered to four different departments in 100 organizations in a large U.S. industry. I also collected a wide range of performance indicators, including objective financial data, plus consumer satisfaction, attitude, and behavior measures. In addition, individual employees in the 100 organizations completed surveys regarding the organizational culture and organizational routines of their organizations, and management teams in the four departments completed surveys regarding the managerial practices of their organizations. Thus, the intended contributions of the present study include (1)an in-depth study of the market orientation construct and its measurement, (2)an analysis of the role played by marketing orientation in the link between employee attitudes and behavior and consumer attitudes and behavior, and (3)an examination of the role played by organizational culture, routines, and managerial practices in a firm's level of market orientation.