IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v7y2017i1d10.1007_s13162-017-0088-5.html
   My bibliography  Save this article

Conducting field-based, discovery-oriented research: lessons from our market orientation research experience

Author

Listed:
  • Bernard J. Jaworski

    (Claremont Graduate University)

  • Ajay K. Kohli

    (Georgia Institute of Technology, Scheller College of Business)

Abstract

The purpose of this article is to surface lessons we learned in course of doing our article on market orientation (Kohli and Jaworski Journal of Marketing, 54, 1-18 1990). These lessons are intended to provide specific guidance for scholars – particularly PhD students and junior faculty – interested in developing new constructs and theories related to them. We organize the lessons into four sections that reflect the end-to-end research process. Specifically, the paper is organized around issues relating to: (a) choosing whether and what to study, (b) with whom to study it, (c) doing the research, and (d) crafting the findings. For each section, we identify one or more lessons or principles that we believe generalize to a broader research context. We conclude with a set of ideas for future research on market orientation, especially those that could benefit from field-based studies.

Suggested Citation

  • Bernard J. Jaworski & Ajay K. Kohli, 2017. "Conducting field-based, discovery-oriented research: lessons from our market orientation research experience," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 4-12, June.
    • Handle: RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0088-5
    DOI: 10.1007/s13162-017-0088-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-017-0088-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13162-017-0088-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ana Olavarría-Jaraba & Jesús J. Cambra-Fierro & Edgar Centeno & Rosario Vázquez-Carrasco, 2018. "Analyzing relationship quality and its contribution to consumer relationship proneness," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 641-661, December.
    2. Cobelli, Nicola & Cassia, Fabio & Donvito, Raffaele, 2023. "Pharmacists' attitudes and intention to adopt telemedicine: Integrating the market-orientation paradigm and the UTAUT," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    3. repec:aud:audfin:v:20:y:2018:i:49:p:647 is not listed on IDEAS
    4. Rajan Varadarajan, 2017. "Research on market orientation: Some lessons shared and issues discussed in a doctoral seminar," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 26-35, June.
    5. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    6. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    7. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Kumar, Ajay & Gupta, Shivam & Sengupta, Pooja, 2023. "Rethinking of firm innovation capability: Examining the moderating role of leadership ability on a new business model," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    8. Saeed Tajdini & Edward Ramirez, 2019. "Firm authenticity: the construct, research propositions, and managerial implications," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 324-338, December.
    9. repec:aud:audfin:v:20:y:2018:i:49:p:616 is not listed on IDEAS
    10. O. C. Ferrell, 2018. "Marketing’s identity crisis: it’s complicated," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 30-38, June.
    11. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    12. Alexandru –Mircea Nedelea & Marilena Mironiuc & Maria Carmen Huian & Mihaela B?rsan & Maria Viorica Bedrule-Grigoruta, 2018. "Modeled Interdependencies between Intellectual Capital, Circular Economy and Economic Growth in the Context of Bioeconomy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 616-616, August.
    13. Manjit S. Yadav, 2019. "AMS Review: Progress toward a world-class journal dedicated to theory development," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 1-4, June.
    14. Nwankwo Cosmas Anayochukwu & Kanyangale Macdonald Isaac, 2019. "Market Orientation and Survival of Small and Medium Enterprises in Nigeria," Foundations of Management, Sciendo, vol. 11(1), pages 291-304, January.
    15. Nagasimha Balakrishna Kanagal, 2017. "Development of Market Orientation for Marketing Strategy Formulation," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 54-65, August.
    16. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    17. Aksel I. Rokkan, 2023. "Market orientation (once again): Challenges and a suggested solution," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 71-91, June.
    18. G. Tomas M. Hult & David J. Ketchen, 2017. "Disruptive marketing strategy," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 20-25, June.
    19. Hannele Haapio & Joel Mero & Heikki Karjaluoto & Aijaz A. Shaikh, 2021. "Implications of the COVID-19 pandemic on market orientation in retail banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 205-214, December.
    20. Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    21. Daniel Adrian Gârdan & Mihai Andronie & Iuliana Petronela Gârdan & Irina Elena Andronie & Mariana Iatagan & Iulian Hurloiu, 2018. "Bioeconomy Development and Using of Intellectual Capital for the Creation of Competitive Advantages by SMEs in the Field of Biotechnology," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 647-647, August.
    22. Gregory S. Carpenter, 2017. "Market orientation: reflections on field-based, discovery-oriented research," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 13-19, June.
    23. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.
    24. Maria Kehayova-Stoycheva (ed.), 2023. "Remarketing The Reality," Conferences of the department Marketing, Publishing house Science and Economics Varna, number 3.
    25. Manjit S. Yadav, 2017. "Disciplinary memory and theory development," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 1-3, June.

    More about this item

    Keywords

    Market orientation; Field work;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0088-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.