Examining Market Orientation As Both Culture and Conduct: Modeling the Relationships Between Market Orientation and Employee Responses
Document Type
Article
Publication Date
3-1-2007
School
Marketing
Abstract
The market orientation construct is central to the study of marketing; however, scholars have expressed concern about the multiple market orientation conceptualizations. This paper introduces and tests a model of market-oriented culture and conduct that reconciles the prevailing conceptualizations. In addition, it extends previous research by considering the effect of market orientation on individual-level responses. Findings support the proposed market orientation model. Findings also support a positive relationship between market-oriented responsiveness and salesperson customer orientation. The proposed model offers significant insight into the market orientation construct. © 2007 M.E. Sharpe, Inc. All rights reserved.
Publication Title
Journal of Marketing Theory and Practice
Volume
15
Issue
2
First Page
113
Last Page
125
Recommended Citation
Carr, J.,
Lopez, T.
(2007). Examining Market Orientation As Both Culture and Conduct: Modeling the Relationships Between Market Orientation and Employee Responses. Journal of Marketing Theory and Practice, 15(2), 113-125.
Available at: https://aquila.usm.edu/fac_pubs/20934