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Market Shaping Orientation and Firm Performance

In: Quantitative Marketing and Marketing Management

Author

Listed:
  • Markus Blut

    (Technische Universität Dortmund)

  • Hartmut H. Holzmüller

    (Technische Universität Dortmund)

  • Markus Stolper

    (ARDEX GmbH)

Abstract

Marketing theory suggests market orientation as an effective strategy for achieving and maintaining competitive advantage (Kohli/Jaworski 1990; Narver/Slater 1990). Reviewing the literature, Jaworski et al. (2000) criticize most conceptualizations of the construct to be too narrow and to neglect a proactive understanding of shaping customers and/or the market. Against this background, we discuss two approaches to being market oriented: the first can be described as a ‘market driven’ and the second as a ‘market shaping’ approach. We develop new measures for the latter construct and empirically test its antecedents and consequences. Moreover, we examine moderator variables affecting the market shaping orientation-performance linkage, using a sample of 181 firms.

Suggested Citation

  • Markus Blut & Hartmut H. Holzmüller & Markus Stolper, 2012. "Market Shaping Orientation and Firm Performance," Springer Books, in: Adamantios Diamantopoulos & Wolfgang Fritz & Lutz Hildebrandt (ed.), Quantitative Marketing and Marketing Management, edition 127, chapter 1, pages 447-466, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3722-3_21
    DOI: 10.1007/978-3-8349-3722-3_21
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