International Journal of Knowledge Management and Practices

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Role of Market Orientation as a Capability for Improved Business Performance


Affiliations
1 University of Jammu, Jammu & Kashmir, India
     

   Subscribe/Renew Journal


In this article, an attempt has been made to understand the focal marketing concept, i.e. market orientation, and how this construct can be used with other business processes to improve performance of a business organisation. Since resources and competencies possessed by enterprises define their success in the end. Our aim was to explore the links between market orientation and related constructs so that they could enhance the performance. The prime contribution of this study is to understand the role of knowledge management in the market orientation and innovation strategy link. A number of studies have provided support for direct link between market orientation and innovation. However, we argue that this link is mediated by the knowledge-management competency of an enterprise. First, a brief introduction about market orientation is given. Second, the present work on market orientation and related constructs has been reviewed. Last, suggestions for future research are highlighted.

Keywords

Market Orientation, Knowledge Management, Innovation, Learning Orientation, Competitive Advantage, Capability, Resource-Based View, Business Performance.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Adams, G. L., & Lamont, B. T. (2003). Knowledge management systems and developing sustainable competitive advantage. Journal of Knowledge Management, 7(2), 142-154.

  • Aspara, J., Tikkanen, H., Pontiskoski, E., & Jarvensivu, P. (2011). Exploration and exploitation across three resource classes: Market/customer intelligence, brands/ bonds and technologies/processes. European Journal of Marketing, 45(4), 596-630.

  • Barney, J. B. (2011). Gaining and sustaining competitive advantage. New Jersey, USA: Pearson Education.

  • Barney, J., & Hesterly, W. (2012). Strategic management and competitive advantage: Concepts and cases (4th ed.). New Jersey: Pearson.

  • Bhatti, W. A., Zaheer, A., & Rehman, K. U. (2011). The effect of knowledge management practices on organizational performance: A conceptual study. African Journal of Business Management, 5(7), 2847-2853.

  • du Plessis, M. (2007). The role of knowledge management in innovation. Journal of Knowledge Management, 11(4), 20-29.

  • Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 37-52.

  • Hult, G. T. M., Ketchen, D. J., & Slater, S. F. (2005). Market orientation and performance: An integration of disparate approaches. Strategic Management Journal, 26(12), 1173-1181.

  • Hall, B. H., Lotti, F., & Mairesse, J. (2009). Innovation and productivity in SMEs: Empirical evidence for Italy. Small Business Economics, 33(1), 13-33.

  • Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54, 1-18.

  • Kyriakopoulos, K., & Moorman, C. (2004). Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation. International Journal of Research in Marketing, 21(3), 219-240.

  • Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.

  • Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing?. Journal of Marketing, 75(1), 16-30.

  • Kuncoro, W., & Suriani, W. O. (2017). Achieving sustainable competitive advantage through product innovation and market driving. Asia Pacific Management Review. Retrieved from http://dx.doi.org/10.1016/j.apmrv.2017.07.006.

  • Lavie, D., & Rosenkopf, L. (2006). Balancing exploration and exploitation in alliance formation. Academy of Management Journal, 49(4), 797-818.

  • Liyun, Q., Keyi, W., Xiaoshu, W., & Fangfang, Z. (2008). Research on the relationship among market orientation, customer relationship management, customer knowledge management and business performance. Management Science and Engineering, 2(1), 31-37.

  • March, J. G. (1991). Exploration and exploitation in organizational learning. Organization Science, 2(1), 71-87.

  • Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252-269.

  • Narver, J. C., Slater, S. F., & Tietje, B. (1998). Creating a market orientation. Journal of Market-Focused management, 2(3), 241-255.

  • Ngo, L. V., & O’Cass, A. (2012). In search of innovation and customer-related performance superiority: The role of market orientation, marketing capability, and innovation capability interactions. Journal of Product Innovation Management, 29(5), 861-877.

  • Ozkaya, H. E., Droge, C., Hult, G. T. M., Calantone, R., & Ozkaya, E. (2015). Market orientation, knowledge competence, and innovation. International Journal of Research in Marketing, 32(3), 309-318.

  • Slater, S. F., & Narver, J. C. (1994). Market orientation, customer value, and superior performance. Business Horizons, 37(2), 22-28.

  • Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63-74.

  • Sidhu, J. S., Commandeur, H. R., & Volberda, H. W. (2007). The multifaceted nature of exploration and exploitation: Value of supply, demand, and spatial search for innovation. Organization Science, 18(1), 20-38.

  • Sanal, M., Alpkan, L., Aren, S., Sezen, B., & Ayden, Y. (2013). Linking market orientation and ambidexterity to financial returns with the mediation of innovative performance. Journal of Economic and Social Research, 15(1), 31-54.

  • Takata, H. (2016). Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011. Journal of Business Research, 69(12), 5611-5619.


Abstract Views: 393

PDF Views: 0




  • Role of Market Orientation as a Capability for Improved Business Performance

Abstract Views: 393  |  PDF Views: 0

Authors

Sunil Kumar
University of Jammu, Jammu & Kashmir, India

Abstract


In this article, an attempt has been made to understand the focal marketing concept, i.e. market orientation, and how this construct can be used with other business processes to improve performance of a business organisation. Since resources and competencies possessed by enterprises define their success in the end. Our aim was to explore the links between market orientation and related constructs so that they could enhance the performance. The prime contribution of this study is to understand the role of knowledge management in the market orientation and innovation strategy link. A number of studies have provided support for direct link between market orientation and innovation. However, we argue that this link is mediated by the knowledge-management competency of an enterprise. First, a brief introduction about market orientation is given. Second, the present work on market orientation and related constructs has been reviewed. Last, suggestions for future research are highlighted.

Keywords


Market Orientation, Knowledge Management, Innovation, Learning Orientation, Competitive Advantage, Capability, Resource-Based View, Business Performance.

References