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Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
How can firms become more successful and achieve higher business performance? How can they manage more complex and dynamic markets and maintain a high competitiveness? The answer is: through a more proactive approach to managing the market and creating customer value. This thesis explores proactive market strategies, which are firm’s proactive strategies for creating, communicating, and delivering superior value to their customers, thereby achieving superior business performance. Prior literature in market orientation has touched the area of proactiveness in firms’ approach to the market, but never properly defines proactiveness and lacks a clear connection to actual firm activities. Thus, in order to better understand how firms can gain the performance benefits from proactiveness, this thesis sets out to explore what proactiveness in a market-strategic context entails and what proactive activities firms perform in implementing their proactive market strategies. The research is based on two papers, each detailing one of the two complementary branches of the research. The first paper presents the conceptual work, focusing on a typology of marketoriented strategic behaviors, which are important for understanding how firms can gain the potential performance benefits of market orientation and how they can achieve behavioral fit among their activities. The second paper presents the empirical work, focusing on the qualitative case study performed and the themes of proactiveness that emerged from it. These papers are then synthesized into a holistic view of proactive market strategies in the thesis. The thesis finds that proactiveness at the firm level in a marketing context means a firm is future-oriented, initiative-taking, change-inducing, and creative. With a basis in this definition and the extensive literature on market orientation, the thesis presents conceptual developments that are important for understanding proactiveness in market strategy, such as a framework for understanding market strategies through firm activities and one for identifying and categorizing different types of proactive activities. Furthermore, the thesis gives more detailed descriptions of the case firms and how their proactive activities help them achieve success. This results in a thorough exploration of proactive market strategies, which contributes to the marketing and strategic management literatures by clearly defining proactiveness, conceptualizing and describing proactive market strategies, and delineating proactive firm activities to better understand how firms are being proactive. In doing so, the thesis provides interesting directions for future research and presents interesting implications for managerial practice.
Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
Abstract: The American Marketing Association (AMA) has recently revised (December 2007) the definition of marketing wherein marketing is considered an organization-wide "activity" instead of just a "function." This encouraged me to investigate the role of marketing at the firm level. In a recent meta-analysis conducted by Krasnikov and Jayachandran (2008), the authors have found a stronger impact of marketing capability on firm performance than operations and R & D capability. In this dissertation, I have analyzed how organizational learning impacts marketing capability which in turn affects firm performance in the context of various strategic orientations of the firm. I have applied Miles and Snow's (1978) typology at the corporate level and further highlighted the existence of marketing at the firm level. Furthermore, I have introduced a new abstract concept, i.e., Holistic Firm-Level Marketing Capability (HFMC). I suggest that this concept is consistent with the view of marketing as an organization-wide activity. I have explored the mediating role of this holistic firm-level marketing capability in the relationship between organizational learning and firm performance. The relationships suggested in these linkages were tested by the use of secondary data. I have incorporated a novel methodology and have found empirical evidence of existence of the holistic firm-level marketing capability. I also posit that HFMC is part of dynamic capabilities of firms. Therefore, this dissertation can be described as a positive research and enhances current knowledge of marketing science in both the context of discovery and the context of justification (Hunt, 2002). This dissertation also posits that the suggested model can be considered as a partial theory of holistic firm-level marketing capability. I have evaluated this claim based on the literature from the philosophy of science discipline.
The innovation economy sets new standards for global business and requires efficient innovation management to plan, execute and evaluate innovation activities, establish innovative capability and coordinate resources and capacities for innovation on an intra- and inter-organizational level. Moreover, communication of innovation is one essential impact factor of innovation success due to successful launches of innovations into markets, establishment of stakeholder relationships, and strengthened corporate reputation in the long-run. Consequently, the portfolio of communication activities for innovations has to be mastered by a company or collaborative network equal to the innovation portfolio. Thus, management of innovation and innovation communication on a strategic level play an important role in business nowadays. This new book concentrates on new approaches and methods for strategies and communications for innovations. As one part of the book, integrated perspectives on strategy and communication for innovation intend to bridge the gap between innovation management and communication management. This new book shall contribute to management science and answer current question in business. It provides cutting-edge information and offers a knowledge source for researchers, students, and business representatives who design, implement and manage innovation and innovation communication / marketing of innovation.
There is growing evidence that the traditional role of the sales organization in business-to-business marketing is quickly evolving from a tactical, operational function to a strategic capability concerned with the management of critical processes that support business strategy and deliver value to profitable customers. This topic is of major relevance to scholars in both the sales and marketing domains, and this relevance is underlined by the intense interest of managers and companies in how this field is changing. This collection is a unique gathering of views on the critical issues to be confronted in the strategizing of the sales function, from distinguished scholars from throughout the world. Their focus is on the linkages between strategic marketing and the corollary of strategic sales. This book was published as a special issue of Journal of Strategic Marketing.
ABSTRACT: Consistent with a robust research design, the constructs and relationships in the model were confirmed using confirmatory factor analysis and structural equations modeling on a 224 responses from a survey of corporate managers responsible for emerging markets marketing operations. The results suggest that the firm's opportunity strategic logic (i.e. opportunity recognition and opportunity creation) acts on the firm's marketing oriented behaviors (market oriented information processing) to configure and deploy a marketing capability that leads to competitive advantages and firm performance. Theoretical contributions point to a leading role for the firm's market oriented information processing in the configuration and deployment of marketing resources under conditions of uncertainty since it mediates the opportunity dominant logic --capabilities -- performance relationship. Recommendations for marketing practice include emphasizing the role of opportunity dominant logic when faced with uncertain markets and encouraging the development of marketing learning processes and local networks as drivers of firm performance.
The innovation economy sets new standards for global business and requires efficient innovation management to plan, execute and evaluate innovation activities, establish innovation capability and coordinate resources and capacities for innovation on an intra- and inter-organizational level. Communication has become a critical factor underpinning successful innovation. As a new communication field, innovation communication facilitates the successful launches of new products and services, the establishment of stakeholder relationships, and the strengthening of corporate reputation in the long-run. Consequently, firms today need to develop a strong portfolio of communication tools as an integral part of their strategic innovation management activities. This new edition mainly concentrates on emerging approaches and methods for integrating communication as part of strategic innovation management. A key theme is the provision of an integrated perspective to bridge the gap between innovation management and communication management at both strategic and operational levels. This book makes an important contribution to this evolving academic domain by providing multiple perspectives on the latest research on innovation communication and strategic open innovation. It also provides guidance for managers seeking to understand the diverse ways by which they can leverage communication to support successful innovation.