The Marketing Service Institute has a 38 year history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation which has only been available as a series of working papers is now presented in book form for the first time by Sage Publications. This book demonstrates the importance of market orientation on organizational culture (the shared set of values in putting customer first), on strategy (creating superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
- Chapter 1: Introduction
- Chapter 2: Market Orientation: The Construct, Research Propositions, and Managerial Implications
- Chapter 3: The Effect of Market Orientation on Business Profitability
- Chapter 4: Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis
- Chapter 5: Market Orientation: Antecedents and Consequences
- Chapter 6: Market Orientation, Performance, and the Moderating Influence of Competitive Environment
- Chapter 7: Does Market Orientation Matter for Small Firms?
- Chapter 8: Market Orientation and Business Performance: An Analysis of Panel Data
- Chapter 9: Understanding Market Orientation: A Prospectively Designed Meta-Analysis of Three Market Orientation Scales
- Chapter 10: Market Oriented is Not Enough: Build a Learning Organization
- Chapter 11: The Influence of Market Orientation on Channel Relationships: A Dyadic Examination