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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/37655

Title: The dimensionality of the market orientation construct
Authors: Crick, James M.
Keywords: Market orientation
Customer value
Marketing concept
Entrepreneurial marketing
Issue Date: 2019
Publisher: Taylor & Francis (Routledge)
Citation: CRICK, J.M., 2019. The dimensionality of the market orientation construct. Journal of Strategic Marketing, In Press.
Abstract: Market orientation is the implementation of the marketing concept and the organisation-wide creation of customer value. While there have been various conceptualisations and operationalisations of the market orientation construct, marketing academics have focused on a set of information-processing activities that managers and employees use to create a superior customer value provision to competitors. Moreover, although most researchers have studied market orientation as a multi-dimensional construct, others have used uni-dimensional approaches. In this literature review, the different approaches of market orientation are explored; plus, some recommendations are made about why marketing academics should not study market orientation as a uni-dimensional construct (based on conceptual and operational problems). That is, regardless of whether scholars investigate market orientation as a corporate culture or a set of firm-level behaviours (among other forms), there are several facets of the market orientation construct. This paper ends with some directions for future research.
Description: This paper is in closed access until 18 months after publication.
Version: Accepted for publication
URI: https://dspace.lboro.ac.uk/2134/37655
Publisher Link: https://www.tandfonline.com/toc/rjsm20/current
ISSN: 1466-4488
Appears in Collections:Closed Access (Business)

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