Market Orientation, Product Development and Competitive Advantage

Grunert, Klaus G.; Larsen, Hanne Hartvig; Madsen, Tage Koed; Baadsgaard, Allan

doi:10.1007/978-1-4613-1301-4_1

Cited by 1 publication

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“…Kohli and Jaworski (1990) highlighted that market orientation comprises the collection of market intelligence from stakeholders to achieve competitive positioning of the company in the context of its competitors. The collection of information ultimately enables the firm to take coordinated actions to derive competitive advantage through continuous adaptation and innovation of products and services in the marketplace (Day, 1994; Grunert et al , 1996). Family involvement in a business is an influencer of the behavioural and cultural aspects of market orientation (Cabrera-Suárez et al , 2011) because family ties and relationships among family members create a unique social capital and culture in the business (Chrisman et al , 2005b; Pearson et al , 2008).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Family culture and organisational systems as antecedents of market orientation and performance among family wineries

Köhr

Corsi²,

Capitello

et al. 2019

IJWBR

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Purpose This study aims to investigate the relationship between organizational systems, market orientation, family culture and the long-term business performance of family businesses in the wine sector in three countries. Design/methodology/approach A survey by questionnaire was undertaken with 123 wineries in Australia, Germany and Italy. Multiple-item measurement scales and multiple regression models were used to investigate mediation effects. Findings The findings indicate a marked influence of organizational systems and family culture on financial performance. Market orientation fully mediates the effect of family culture and partially mediates the effect of organizational systems on financial performance. Practical implications From a managerial perspective, this research indicates the central role of family culture when evaluating a firm’s capabilities and potential in the long term. The findings and their implications are of immediate concern for family firms in the wine sector. Originality/value For the first time, the antecedents of market orientation are investigated through simultaneous application of two key frameworks from marketing research and family business research in a single joint analysis.

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