IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v7y2017i1d10.1007_s13162-017-0094-7.html
   My bibliography  Save this article

Research on market orientation: Some lessons shared and issues discussed in a doctoral seminar

Author

Listed:
  • Rajan Varadarajan

    (Texas A&M University)

Abstract

For more than a quarter of a century, a large body of research in marketing, as well as in other disciplines, has focused on a number of substantive, theoretical and methodological issues relating to market orientation. Reflecting on their market orientation focused research journey, Jaworski and Kohli (2017) offer 22 valuable lessons for researchers on the nuances of conducting field-based, discovery-oriented research. For over two decades, market orientation has been among the substantive topics on the syllabus of a doctoral seminar on strategic marketing that I have taught at Texas A&M University. Over the years, I have greatly benefited from reading a number of journal articles on market orientation, in preparing for the seminar session on market orientation. Reflecting on the insights gained from this learning journey, I elaborate on five lessons shared, and five issues discussed in the seminar.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0094-7
    DOI: 10.1007/s13162-017-0094-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-017-0094-7
    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/s13162-017-0094-7?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.

    References listed on IDEAS

    as
    1. Shelby D. Hunt, 2012. "Explaining empirically successful marketing theories: the inductive realist model, approximate truth, and market orientation," AMS Review, Springer;Academy of Marketing Science, vol. 2(1), pages 5-18, March.
    2. 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.
    3. John A. Pearce II & David A. Fritz & Peter S. Davis, 2010. "Entrepreneurial Orientation and the Performance of Religious Congregations as Predicted by Rational Choice Theory," Entrepreneurship Theory and Practice, , vol. 34(1), pages 219-248, January.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. Lars Bergkvist & Martin Eisend, 2021. "The dynamic nature of marketing constructs," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 521-541, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Hongyi Mao & Zongjun Wang & Lin Yi, 2021. "Does Entrepreneurial Orientation Lead to Successful Sustainable Innovation? The Evidence from Chinese Environmentally Friendly Companies," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    3. 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.
    4. Esther Hormiga & Petra Saá-Pérez & Nieves L. Díaz-Díaz & José Luis Ballesteros-Rodríguez & Inmaculada Aguiar-Diaz, 2017. "The influence of entrepreneurial orientation on the performance of academic research groups: the mediating role of knowledge sharing," The Journal of Technology Transfer, Springer, vol. 42(1), pages 10-32, February.
    5. Jaroslav Belas & Jan Dvorsky & Ludmila Kozubikova & Martin Cepel, 2019. "Important Factors of SMEs Entrepreneurial Orientation," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 165-179.
    6. Carla S. Marques & Carlos P. Marques & João J. M. Ferreira & Fernando A. F. Ferreira, 2019. "Effects of traits, self-motivation and managerial skills on nursing intrapreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(3), pages 733-748, September.
    7. 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.
    8. Kenworthy, Thomas P. & Sparks, John R., 2016. "A scientific realism perspective on scientific progress in marketing: An analysis of theory testing in marketing's major journals," European Management Journal, Elsevier, vol. 34(5), pages 466-474.
    9. Shelby Hunt, 2015. "Explicating the inductive realist model of theory generation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 20-27, June.
    10. Santos, Gina & Marques, Carla Susana & Ferreira, João J.M., 2020. "Passion and perseverance as two new dimensions of an Individual Entrepreneurial Orientation scale," Journal of Business Research, Elsevier, vol. 112(C), pages 190-199.
    11. 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.
    12. Chunling Zhu & Anqi Liu & Guoling Chen, 2018. "High performance work systems and corporate performance: the influence of entrepreneurial orientation and organizational learning," Frontiers of Business Research in China, Springer, vol. 12(1), pages 1-22, December.
    13. 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).
    14. Jörn Block & Christian Fisch & Farooq Rehan, 2020. "Religion and entrepreneurship: a map of the field and a bibliometric analysis," Management Review Quarterly, Springer, vol. 70(4), pages 591-627, November.
    15. K. Parboteeah & Sascha Walter & Jörn Block, 2015. "When Does Christian Religion Matter for Entrepreneurial Activity? The Contingent Effect of a Country’s Investments into Knowledge," Journal of Business Ethics, Springer, vol. 130(2), pages 447-465, August.
    16. 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.
    17. 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.
    18. 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.
    19. Eijaz Ahmed Khan, 2018. "The Voice Of Informal Entrepreneurs: Resources And Capabilities Perspective," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 23(03), pages 1-19, September.
    20. Chapman, Gary & Hottenrott, Hanna, 2023. "Founder personality and start-up subsidies," ZEW Discussion Papers 23-008, ZEW - Leibniz Centre for European Economic Research.

    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_s13162-017-0094-7. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.