IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this paper or follow this series

Market-oriented product development as an organizational learning capability: findings from two cases

  • Kok, Robert A.W.
  • Hillebrand, Bas
  • Biemans, Wim G.

    (Groningen University)

Registered author(s):

    Conceptualizing market orientation at the level of the product development process is relevant, because market orientation is a highly critical factor for new product success and this conceptualization can be used as a starting-point to transform the whole organization into a more market oriented one. Market-oriented product development appears to be more than carrying out a number of marketing activities in a product development process. Using concepts from resourcebased theory and organizational learning theory, we draw up a conceptual framework of marketoriented product development as an organizational learning capability substantiated by findings from two case studies. This capability encapsulates the values and norms, knowledge and skills, technical and managerial knowledge systems, which enable learning about markets through information processing behavior in product development and improve this market learning behavior. This conceptualization stimulates research on operationalizing market orientation in the managerial context of a critical business process and research on enhancing the degree of market orientation.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://irs.ub.rug.nl/ppn/238280713
    Download Restriction: no

    Paper provided by University of Groningen, Research Institute SOM (Systems, Organisations and Management) in its series Research Report with number 02B13.

    as
    in new window

    Length:
    Date of creation: 2002
    Date of revision:
    Handle: RePEc:dgr:rugsom:02b13
    Contact details of provider: Postal: PO Box 800, 9700 AV Groningen
    Phone: +31 50 363 7185
    Fax: +31 50 363 3720
    Web page: http://som.eldoc.ub.rug.nl/
    Email:


    More information through EDIRC

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    as in new window
    1. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    2. Griffin, Abbie. & Hauser, John R. & Griffin, Abbie, 1994. "Integrating R&D and marketing : a review and analysis of the literature," Working papers #112-94. Working paper (S, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    3. Lichtenthal, J. David & Wilson, David T., 1992. "Becoming market oriented," Journal of Business Research, Elsevier, vol. 24(3), pages 191-207, May.
    4. Atuahene-Gima, Kwaku, 1996. "Market orientation and innovation," Journal of Business Research, Elsevier, vol. 35(2), pages 93-103, February.
    5. Kahn, Kenneth B. & Mentzer, John T., 1994. "Norms that distinguish between marketing and manufacturing," Journal of Business Research, Elsevier, vol. 30(2), pages 111-118, June.
    6. Crawford, C. Merle, 1986. "Evaluating new products: A system, not an act," Business Horizons, Elsevier, vol. 29(6), pages 48-55.
    7. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    8. Hult, G. Tomas M. & Ferrell, O. C., 1997. "A global learning organization structure and market information processing," Journal of Business Research, Elsevier, vol. 40(2), pages 155-166, October.
    9. Gary Burchill & Charles H. Fine, 1997. "Time Versus Market Orientation in Product Concept Development: Empirically-Based Theory Generation," Management Science, INFORMS, vol. 43(4), pages 465-478, April.
    10. Allard-Poesi, Florence, 1998. "Representations And Influence Processes In Groups: Towards A Socio-Cognitive Perspective On Cognition In Organization," Scandinavian Journal of Management, Elsevier, vol. 14(4), pages 395-420, December.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:dgr:rugsom:02b13. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Joke Bulthuis)

    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 references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.

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

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.