To what extent is there evidence to suggest that the adoption of a marketing-led approach to business actually does improve organizational performance?

Seminar Paper , 1998 , 10 Pages , Grade: 1

Business economics - Offline Marketing and Online Marketing

A basic premise of marketing is that organisational performance is improved by satis-fying customers. In the light of this proclamation, the present paper examines evidence sug-gesting that the adoption of a marketing-led approach to business actually imp

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Importance of Market Orientation
• The Nature of the Market Orientation Construct
• Empirical Evidence
  • Market Orientation and Performance
  • Environment Influences on Performance
  • Moderators of the Market Orientation-Performance Relationship
  • Limitations
• Conclusion
• References

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper aims to investigate the relationship between a marketing-led approach to business and organizational performance. It examines the evidence suggesting that adopting a market-oriented strategy improves organizational performance. The key themes explored in this paper include:

• The importance of being market-oriented
• The nature of the market orientation construct
• The empirical evidence for a market orientation-performance relationship
• Methodological considerations in relation to generalizing the evidence
• The influence of environmental factors on organizational performance

Zusammenfassung der Kapitel (Chapter Summaries)

The paper begins by outlining the fundamental premise of marketing, which states that customer satisfaction leads to improved organizational performance. The paper then delves into the importance of adopting a market-oriented approach, examining the marketing concept and its implementation, termed "market orientation." The following chapter explores the nature of the market orientation construct, highlighting the two dominant conceptualizations developed by Kohli and Jaworski (1990) and Narver and Slater (1990). These frameworks, based on extensive literature searches and exploratory field research, propose distinct but overlapping models for understanding market orientation. The paper continues with a detailed analysis of empirical evidence supporting the relationship between market orientation and organizational performance. It examines the methodologies used in research, exploring potential limitations and considering the influence of environmental factors on the relationship.

Schlüsselwörter (Keywords)

This paper focuses on the concept of market orientation, examining its relationship to organizational performance. Key terms and concepts include: market orientation, marketing concept, customer orientation, competitor orientation, inter-functional coordination, organizational performance, environmental influences, and methodological considerations.

• College: University of Nottingham
• Grade: 1
• Author: Dr. Klaus Schöfer (Author)
• Publication Year: 1998
• Pages: 10
• Catalog Number: V185875
• ISBN (eBook): 9783656990444
• ISBN (Book): 9783656991564
• Language: English
• Product Safety: GRIN Publishing GmbH