Market orientation and dimensions of strategic orientation

  • Morgan R
  • Strong C
  • 110

    Readers

    Mendeley users who have this article in their library.
  • N/A

    Citations

    Citations of this article.

Abstract

The specific domain of market orientation has been the subject of much scrutiny this decade. Both conceptual and empirical advances have been made to establish the marketing orientation construct as central to marketing decisions, business activities and organizational culture. However, a lacuna remains in understanding how market orientation may be related to competitive strategy. It is argued that market oriented activities and behaviours are articulated through strategic means which guides the firm in its product‐market. Conceptualized as “strategic orientation of the business enterprise”, competitive strategy is discussed as an important vehicle through which market orientation may be manifest. Six dimensions of strategic orientation are presented and statistical analyses, of data generated from a survey of medium and large industrial manufacturing businesses, specified “proactiveness”, “analysis” and “futurity” as positive and significant in their association with firms’ levels of market orientation. Discussion of these findings is made, along with various conclusions and implications of the study for executive and academic audiences.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Robert E. Morgan

  • Carolyn A. Strong

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free