Market-oriented search in differentiated industries

Hans Eibe Sørensen, Nils Stieglitz

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Abstrakt

 

How is the success of a firm's market-oriented activities influenced by the marketing mix? This paper contributes to existing marketing research by advancing our understanding of the process by which market orientation transforms into superior performance. This process is investigated on the basis of appropriate organizational search models drawn from the behavioral theory of the firm. Specifically, we draw on the NK model to develop testable propositions that substantiate and extend prior theoretical market orientation research. Our results provide new insight into organizational characteristics and consequences of responsive and proactive marketing behaviors, as well as the allocation of attention towards customers and competitors.

OriginalsprogEngelsk
TitelProceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference
RedaktørerLeroy Robinson, Jr.
Antal sider1
ForlagAcademy of Marketing Science
Publikationsdato2009
Sider31
ISBN (Trykt)978-3-319-10863-6
ISBN (Elektronisk)978-3-319-10864-3
DOI
StatusUdgivet - 2009
BegivenhedAcademy of Marketing Science Annual Conference - Baltimore, USA
Varighed: 20. maj 200923. maj 2009

Konference

KonferenceAcademy of Marketing Science Annual Conference
Land/OmrådeUSA
ByBaltimore
Periode20/05/200923/05/2009
NavnDevelopments in Marketing Science
ISSN0149-7421

Emneord

  • Markedsorienteret søgning
  • Organisationel søgning
  • Markedsorientering
  • Kundeorientering
  • Konkurrentorientering
  • Responsiv
  • Proaktiv
  • Marketing mix
  • NK-model

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