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Market-Orientation and Corporate Performance

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Author Info

  • Jean-Jacques Lambin

    ()
    (University of Milan-Bicocca)

  • Ruben Chumpitaz

    ()
    (University of Lille)

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    Abstract

    Market-orientation is generally referred to the basic orientation that governs the relationship of a firm with its market and, more particularly, with its customers. Now, in many firms, MO is treated like the marketing concept. This traditional view of MO has two main drawbacks: first of all it overlooks market actors other than customer (i.e. distributors, competitors and prescribers). Then, this functional perspective leads to confine the concept of MO to the activities generally conducted by the marketing function, underestimating the value creation potential of other functions. This confusion about the scope of the MO concept is in part explained by the lack of clarity on the definition of the marketing concept which, especially in American literature, is treated as operational marketing: the 4 Ps. By converse, the concept of MO has three dimensions and that a distinction should be made between the MO as a management philosophy (culture), as a tool of strategic thinking (analysis) and as a commercial activity of the company (action).

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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl12.pdf
    File Function: First version, 2001
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    Bibliographic Info

    Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

    Volume (Year): (2001)
    Issue (Month): 2 Market-Driven Management ()
    Pages:

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    Handle: RePEc:sym:journl:12:y:2001:i:2

    Contact details of provider:
    Web page: http://www.unimib.it/symphonya

    Related research

    Keywords: Market-Orientation; Marketing Orientation; Corporate Performance; Manufacturers-Distributors Relationships; Market-Driven Management; Global Corporations; Global Markets DOI: http://dx.doi.org/10.4468/2001.2.03lambin.chumpitaz;

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