Market-oriented search in differentiated industries

Hans Eibe Sørensen, Nils Stieglitz

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review



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.

Original languageEnglish
Title of host publicationProceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference
EditorsLeroy Robinson, Jr.
Number of pages1
PublisherAcademy of Marketing Science
Publication date2009
ISBN (Print)978-3-319-10863-6
ISBN (Electronic)978-3-319-10864-3
Publication statusPublished - 2009
EventAcademy of Marketing Science Annual Conference - Baltimore, United States
Duration: 20. May 200923. May 2009


ConferenceAcademy of Marketing Science Annual Conference
Country/TerritoryUnited States
SeriesDevelopments in Marketing Science


  • Market-oriented search
  • Organizational search
  • Market orientation
  • Customer orientation
  • Competitor orientation
  • Responsive
  • Proactive
  • Marketing mix
  • NK-model


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