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The Role of Interpretation and Recontextualization in the Adoption of Marketing Management Concepts: The Cases of Market Orientation and CRM

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  • Ayla Ozhan Dedeoglu

    (Ege University, Faculty of Economics and Administrative Sciences, Department of Business Administration)

Abstract

This interpretive study aims to understand the adoption of marketing knowledge, market orientation (MO) and customer relationship management (CRM) particularly. By means of a series of interviews with managers and employees of third-party logistics (TPL) service providers in Turkey, it has been found that practitioners interpret, reconstruct and reconfigure management knowledge in their own contexts. The adoption process may not be as apparent and straightforward as usually thought. Operational quality and goal relevance moderated the rate of adoption. Despite the small sample size as a major limitation, this study may form the basis for an expanded research effort that is international.

Suggested Citation

  • Ayla Ozhan Dedeoglu, 2010. "The Role of Interpretation and Recontextualization in the Adoption of Marketing Management Concepts: The Cases of Market Orientation and CRM," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 10(1), pages 53-70.
    • Handle: RePEc:ege:journl:v:10:y:2010:i:1:p:53-70
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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