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Determining the scope and impact of market orientation profiles on strategy implementation and performance

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  • C. Brooke Dobni
  • George Luffman

Abstract

Strategy implementation and performance in organizations are influenced by its market orientation. Market orientation is the collective of employee behaviors that affects strategy implementation, how an organization interacts with its environment and adjusts to changes within that context. The relationship between market orientation, strategy implementation, and performance is robust across environmental contexts. This study identifies ideal behavioral profiles for organizations seeking to maximize performance by considering the scope and impact of market orientation on strategy implementation. This is accomplished by considering market orientation and strategy profiles in relation to performance in a holistic coalignment perspective, corresponding to competitive contexts characterized by varying degrees of market turbulence and competitive intensity. Important strategic and performance implications of this dynamic are revealed that should be considered by academics and practitioners alike. Copyright © 2003 John Wiley & Sons, Ltd.

Suggested Citation

  • C. Brooke Dobni & George Luffman, 2003. "Determining the scope and impact of market orientation profiles on strategy implementation and performance," Strategic Management Journal, Wiley Blackwell, vol. 24(6), pages 577-585, June.
    • Handle: RePEc:bla:stratm:v:24:y:2003:i:6:p:577-585
    DOI: 10.1002/smj.322
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    Cited by:

    1. Emerson W. Mainardes & João Ferreira e Gerson Ontini, 2010. "Vantagens Competitivas em Instituições de Ensino Superior: proposta e teste de um modelo," Working Papers de Gestão, Economia e Marketing (Management, Economics and Marketing Working Papers) td06_2010, Universidade da Beira Interior, Departamento de Gestão e Economia (Portugal).
    2. Sven Kunisch & Julian Birkinshaw & Michael Boppel & Kira Choi, 2023. "Why do firms launch corporate change programs?," Post-Print hal-04325790, HAL.
    3. Gitaru, Kelvin, 2017. "The Effect of Taxpayer Education on Tax Compliance in Kenya.( a case study of SME's in Nairobi Central Business District)," MPRA Paper 80344, University Library of Munich, Germany.
    4. Stern Neill, 2010. "Decomposing the effects of organizational memory on marketing implementation," Marketing Letters, Springer, vol. 21(2), pages 135-147, June.
    5. Antonio CORREIA de BARROS & Hortensia BARANDAS & Paulo Alexandre PIRES, 2009. "Applying Artificial Neural Networks to Evaluate Export Performance: A Relational Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(4), pages 713-734, October.
    6. Ta-Kai Yang & Min-Ren Yan, 2019. "Exploring the Enablers of Strategic Orientation for Technology-Driven Business Innovation Ecosystems," Sustainability, MDPI, vol. 11(20), pages 1-19, October.
    7. Yinghong Susan Wei & Hugh O’Neill & Nan Zhou, 2020. "How Does Perceived Integrity in Leadership Matter to Firms in a Transitional Economy?," Journal of Business Ethics, Springer, vol. 167(4), pages 623-641, December.
    8. Rahul Kumar Sett, 2018. "Market orientation − firm performance link in a dynamic environment: looking inside the black box," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 163-179, December.
    9. Stavroula Spyropoulou & Constantine S. Katsikeas & Dionysis Skarmeas & Neil A. Morgan, 2018. "Strategic goal accomplishment in export ventures: the role of capabilities, knowledge, and environment," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 109-129, January.
    10. Lukas, Bryan A. & Whitwell, Gregory J. & Hill, Paul, 2007. "Export planning orientation and its antecedents: Evidence from exporting IT products," Journal of Business Research, Elsevier, vol. 60(12), pages 1282-1289, December.
    11. Norida Basnan & Mohd Fairuz Md. Salleh & Azlina Ahmad & Ismail Upawi & Azizah Mohd Harun, 2016. "Information Needs for Accountability Reporting: Perspectives of Stakeholders of Malaysian Public Universities," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 12(3), pages 68-82, JUNE.
    12. Chulmo Koo & Jaeki Song & Yong Jin Kim & Kichan Nam, 2007. "Do e-business strategies matter? The antecedents and relationship with firm performance," Information Systems Frontiers, Springer, vol. 9(2), pages 283-296, July.
    13. Dobni, C. Brooke & Sand, Christopher, 2018. "Strategy shift: Integrating strategy and the firm’s capability to innovate," Business Horizons, Elsevier, vol. 61(5), pages 797-808.
    14. Ravindra Jain & Cherry Jain & Prachi Jain, 2013. "Integrated Framework of Antecedents and Effects of Market Orientation," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 38(4), pages 425-445, November.
    15. Norida Basnan & Mohd Fairuz Md. Salleh & Azlina Ahmad & Ismail Upawi & Azizah Mohd Harun, 2016. "Information Needs for Accountability Reporting: Perspectives of Stakeholders of Malaysian Public Universities," EuroEconomica, Danubius University of Galati, issue 3(12), pages 68-82, JUNE.
    16. Hasliza Abdul Halim & Noor Hazlina Ahmad & Theresa C. F. Ho & T. Ramayah, 2017. "The Outsourcing Dilemma on Decision to Outsource Among Small and Medium Enterprises in Malaysia," Global Business Review, International Management Institute, vol. 18(2), pages 348-364, April.
    17. Dobni, C. Brooke, 2006. "The innovation blueprint," Business Horizons, Elsevier, vol. 49(4), pages 329-339.
    18. Caroline Osuagwu, 2020. "Market Orientation Conceptualizations, Components and Performance-Impacts: A Literature Review and Conceptual Framework," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 102-102, March.
    19. Setyani Dwi Lestari, 2017. "Environmental Uncertainty and Market Orientation on Business Performance with Innovation as an Intervening Variable: A Survey of Banking Industry in Indonesia," GATR Journals jmmr141, Global Academy of Training and Research (GATR) Enterprise.
    20. Lu Lin Zhou & James Onuche Ayegba & Emmanuel Onu Ayegba & Peace Maina Ayegba & Zhang Xin Jie, 2021. "Impact of dynamic capacities on the performance of food and beverage enterprises in Lagos, Nigeria," Journal of Innovation and Entrepreneurship, Springer, vol. 10(1), pages 1-24, December.
    21. Emerson Wagner Mainardes & Helena Alves & Mario Raposo, 2010. "An Exploratory Research on the Stakeholders of a University," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 1(1), pages 76-88, December.
    22. Gonzalez-Benito, Oscar & Gonzalez-Benito, Javier, 2008. "Implications of market orientation on the environmental transformation of industrial firms," Ecological Economics, Elsevier, vol. 64(4), pages 752-762, February.

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