Measuring the purpose of firms' customer and competitor-oriented activities

Hans Eibe Sørensen

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

Abstract

Traditional empirical market orientation research predominantly focuses on the presence of firms' market-oriented activities. This paper empirically explores a novel structure of four multi-indicator measures assessing the purpose of firms' customer and competitor-oriented activities. The operationalization of the measures is based on a synthesis of the notion of exploitation and exploration with existing marketing research on firms' responsive and proactive activities.
Original languageEnglish
Publication date2007
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy - Dunedin, New Zealand
Duration: 24. Aug 2010 → …

Conference

ConferenceAustralian and New Zealand Marketing Academy
CountryNew Zealand
CityDunedin
Period24/08/2010 → …

Fingerprint

Competitors
Market orientation
Marketing research
Exploration and exploitation
Operationalization

Keywords

  • Customer orientation
  • Competitor orientation
  • Multi-indicator measure
  • Exploration
  • Exploitation
  • Responsive
  • Proactive
  • Operationalization

Cite this

Sørensen, H. E. (2007). Measuring the purpose of firms' customer and competitor-oriented activities. Paper presented at Australian and New Zealand Marketing Academy, Dunedin, New Zealand.
Sørensen, Hans Eibe. / Measuring the purpose of firms' customer and competitor-oriented activities. Paper presented at Australian and New Zealand Marketing Academy, Dunedin, New Zealand.
@conference{5ffe3110dbb511dc860c000ea68e967b,
title = "Measuring the purpose of firms' customer and competitor-oriented activities",
abstract = "Traditional empirical market orientation research predominantly focuses on the presence of firms' market-oriented activities. This paper empirically explores a novel structure of four multi-indicator measures assessing the purpose of firms' customer and competitor-oriented activities. The operationalization of the measures is based on a synthesis of the notion of exploitation and exploration with existing marketing research on firms' responsive and proactive activities.",
keywords = "Kundeorientering, Konkurrentorientering, Responsiv, Proaktiv, Operationalisering, Customer orientation, Competitor orientation, Multi-indicator measure, Exploration, Exploitation, Responsive, Proactive, Operationalization",
author = "S{\o}rensen, {Hans Eibe}",
year = "2007",
language = "English",
note = "null ; Conference date: 24-08-2010",

}

Sørensen, HE 2007, 'Measuring the purpose of firms' customer and competitor-oriented activities', Paper presented at Australian and New Zealand Marketing Academy, Dunedin, New Zealand, 24/08/2010.

Measuring the purpose of firms' customer and competitor-oriented activities. / Sørensen, Hans Eibe.

2007. Paper presented at Australian and New Zealand Marketing Academy, Dunedin, New Zealand.

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

TY - CONF

T1 - Measuring the purpose of firms' customer and competitor-oriented activities

AU - Sørensen, Hans Eibe

PY - 2007

Y1 - 2007

N2 - Traditional empirical market orientation research predominantly focuses on the presence of firms' market-oriented activities. This paper empirically explores a novel structure of four multi-indicator measures assessing the purpose of firms' customer and competitor-oriented activities. The operationalization of the measures is based on a synthesis of the notion of exploitation and exploration with existing marketing research on firms' responsive and proactive activities.

AB - Traditional empirical market orientation research predominantly focuses on the presence of firms' market-oriented activities. This paper empirically explores a novel structure of four multi-indicator measures assessing the purpose of firms' customer and competitor-oriented activities. The operationalization of the measures is based on a synthesis of the notion of exploitation and exploration with existing marketing research on firms' responsive and proactive activities.

KW - Kundeorientering

KW - Konkurrentorientering

KW - Responsiv

KW - Proaktiv

KW - Operationalisering

KW - Customer orientation

KW - Competitor orientation

KW - Multi-indicator measure

KW - Exploration

KW - Exploitation

KW - Responsive

KW - Proactive

KW - Operationalization

M3 - Paper

ER -

Sørensen HE. Measuring the purpose of firms' customer and competitor-oriented activities. 2007. Paper presented at Australian and New Zealand Marketing Academy, Dunedin, New Zealand.