Market Orientation at Industry and Value Chain Levels: Concepts, Determinants and Consequences

Grunert, Klaus G.; Jeppesen, Lisbeth Fruensgaard; Jespersen, Kristina Risom; Sonne, Anne-Mette; Hansen, Kåre; Trondsen, Thorbjørn

doi:10.1362/14753920260595200

Cited by 17 publications

(25 citation statements)

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“…Following Grunert, Fruensgaard, Risom, Sonne, Hansen and Trondsen's (2002) procedure, an adaptation of the scale proposed by Helfert, Ritter and Walter (2002) was used for measuring INMAs (Table 2). …”

Section: Independent Variablesmentioning

confidence: 99%

Entry mode choices in the international new ventures context. A study from different theoretical perspectives

Ripollés

Blesa

2016

Int Entrep Manag J

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Few studies have investigated the factors that enhance entry mode choice in the context of international new ventures (INVs). In this paper, we hypothesize that the characteristics of INVs' products or services can explain their preference for equity entry modes. We also hypothesize that the inter-firm networks in which INVs are embedded play a deciding role in their choice of non-equity entry modes. When INVs are in inter-firm networks in which activities are developed to manage them, non-equity entry modes are preferred. We have adopted an effectuation approach to study the influence of different inter-firm network management activities on entry mode choice. In short, we have studied the effect of developing inter-firm network knowledge exchange, coordination, adaptation, conflict resolution and resource sharing management activities. In this paper we attempt to contribute to international entrepreneurship studies by reconciling the most widely accepted approaches to entry mode choice (Transactional Cost Economics, Organizational Capabilitiesbased and Network perspective) and international new ventures. Our findings show that the technological complexity of INVs' products/services explain their preference for equity entry modes. Additionally, the development of network management activities among the networked firms determines the INVs' preference for non-equity entry modes. Our results draw a decision model that differs from the ones derived from previous perspectives, which highlight the role of different characteristics of international new ventures.

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Section: Independent Variablesmentioning

confidence: 99%

Entry mode choices in the international new ventures context. A study from different theoretical perspectives

Ripollés

Blesa

2016

Int Entrep Manag J

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“…Grunert and his colleagues extend market orientation to the value chain level and present four preliminary exploratory case studies from the agricultural and fishery industries. They find that the degree of market orientation is distributed unequally across the stages of the value chain, and that heterogeneity and dynamism of end-users served determines the extent of market orientation of a value chain (Grunert, Jeppesen, Risom Jespersen, Sonne, Hansen, and Trondsen, 2002;Grunert, Jeppesen, Jespersen, Sonne, Hansen, Trondsen, and Young, 2005). Likewise, Ottesen and Grønhaug present exploratory case studies conducted in the seafood industry.…”

Section: Downstream Customer Orientationmentioning

confidence: 99%

Supplier traits for better customer firm innovation performance

Wagner¹

2010

Industrial Marketing Management

100

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“…Following the suggestion by Grunert et al (2002), we extend this definition to the value chain level by defining market orientation of a value chain as chain members' generation of intelligence pertaining to current and future end-user needs, dissemination of this intelligence across chain members, and chain wide responsiveness to it. Intelligence generation thus refers to the sum of activities of all chain members pertaining to information on end-users, typically consumers, e.g.…”

Section: Theoretical Perspectivementioning

confidence: 99%

“…The most complete attempt to date to identify potential determinants of different degrees of market orientation of a value chain has been presented by Grunert et al (2002). These authors proposed five groups of factors beyond those typically analysed at the organisational level: characteristics of the end-users served, barriers to the exploitation of opportunities created by heterogeneous and dynamic end-users, characteristics of the market supply, characteristics of relations among value chain members, and regulations.…”

Section: Theoretical Perspectivementioning

confidence: 99%

Market orientation of value chains

Grunert

Jeppesen

Jespersen

et al. 2005

European Journal of Marketing

Self Cite

137

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Purpose -This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Design/methodology/approach -Four case studies on value chains within the areas of agribusiness and fisheries are conducted. For each value chain, desk research is combined with interviews with decision-makers of all types of value chain members. Interview guidelines were derived from a conceptual model of potential determinants of value chain market orientation. Findings -Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end-users served, nature of chain relationships, regulations and prevailing mental models of decision-makers. Short and balanced chains are believed to further upstream market orientation.Research limitations/implications -The results point at two areas, where additional research on market orientation is called for: a better conceptualization of market intelligence and theorizing on most cost effective ways of being market oriented, including implications for the distribution of market oriented activities among value chain members. Practical implications -The paper underlines the importance of managing channel relationships, up to and including vertical integration, when serving markets with high degrees of end-user volatility. Originality/value -This paper is the first empirical contribution to the market orientation literature employing a perspective encompassing the whole value chain.

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Market Orientation at Industry and Value Chain Levels: Concepts, Determinants and Consequences

Cited by 17 publications

References 0 publications

Entry mode choices in the international new ventures context. A study from different theoretical perspectives

Entry mode choices in the international new ventures context. A study from different theoretical perspectives

Supplier traits for better customer firm innovation performance

Market orientation of value chains

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