Network Market Orientation, Knowledge Management and Born Globals’ Competitiveness

Monferrer, Diego; Guillén, Marta Estrada

doi:10.5772/intechopen.70064

Cited by 3 publications

(3 citation statements)

References 110 publications

(167 reference statements)

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“…Unlike previous research, in this study, I-MARKOR is established as an individual-level construct as opposed to a firm-level construct traditionally employed by researchers. This attempt is in response to previous calls that emphasize the need to recognize market orientation as an individual-level construct (Baber et al, 2018;Lai, 2016;Tirado and Guill en, 2017).…”

Section: Introductionmentioning

confidence: 99%

Elucidating salespeople's market orientation, proactive service behavior and organizational culture in the B2B banking sector: a Malaysian perspective

Hamzah

Othman

Hassan

2020

IJBM

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PurposeConsidering that little is known on market orientation at the individual level, this study investigates the effects of individual market orientation on proactive service behavior, and subsequently, sales performance among business-to-business salespeople. Based on social cognitive theory and competing values framework, this paper also examines the interaction effects of organizational culture on the link between individual market orientation and proactive service behavior.Design/methodology/approachThe study sampled 539 business-to-business salespeople from 18 corporate banks in Kuala Lumpur by using a questionnaire survey.FindingsThe results of the study show that adhocracy culture strengthens the effects of information acquisition on proactive service behavior, while at the same time weakens the impact of coordination of strategic response on the same outcome. Meanwhile, rational culture displayed negative contingent effects of information dissemination on proactive service behavior.Practical implicationsGiven its link to sales performance and proactive service behavior, banks should motivate their employees to embrace market orientation as individual competencies. This research outcome will aid managers in developing strategies and inculcating the right culture to ensure the market-oriented behaviors are internalized and transpired into positive outcomes.Originality/valueThis paper contributes to the enrichment of the existing market orientation frameworks by offering underlying mechanisms (cultural environment and proactive service behavior) through which market-oriented behaviors contribute to the sales performance of business-to-business salespeople within the financial service industry. It is also among the earliest studies that examine the influence of individual market orientation and organizational culture on proactive service behavior.

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Section: Introductionmentioning

confidence: 99%

Elucidating salespeople's market orientation, proactive service behavior and organizational culture in the B2B banking sector: a Malaysian perspective

Hamzah

Othman

Hassan

2020

IJBM

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“…Considering the empirical understanding and the scientific reasoning, the dimensions of market orientation proposed by Narver and Slater (1990) were found appropriate to examine the market orientation of handloom weavers besides the contextually generated personal selling orientation. However, individual-specific market orientation has been Innovative approach and marketing skill emphasized based on the studies which have discussed the need to recognize market orientation as an individual-level construct (Baber et al, 2020;Lai, 2016;Tirado and Guillén, 2017). The marketing skill of the weavers is intermingled with productionorientated competencies and market-oriented competencies (Grunert et al, 2005).…”

Section: Discussionmentioning

confidence: 99%

Innovative approach and marketing skill: a case study of artisan entrepreneurs of India

Meera¹,

Vinodan

2022

JEEE

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Purpose This study aims to examine individual-specific market orientation as an innovative approach and its relationship with marketing skills among artisan entrepreneurs in India. Design/methodology/approach The study adopted an in-depth interview to explore variables, a questionnaire survey to understand their latent dimensions through exploratory factor analysis and structural equation modeling to test the relationship between constructs under study. Findings The interview result indicates that 20 variables explain factors affecting individual-specific market orientation with four latent dimensions: customer orientation, competitor orientation, external coordination orientation and personal selling orientation. There is a significant and positive relationship between customer orientation and personal selling orientation with the marketing skills of artisan entrepreneurs in India. Research limitations/implications The study is confined to three southern states of India and weaving villages known for their endemic product specifications. Practical implications The study found significance in orienting artisan entrepreneurs of developing countries and equipping them with desired skills to meet the changing dynamics of the market and meet their livelihood needs. The study further supports policymaking in strengthening the capability of artisans to enter the market without mediators. Social implications The model provides insight into other unorganized sectors to formulate innovative approaches to strengthen marketing skills and entrepreneurial ability. Originality/value As an exploratory study, examining individual-level market orientation as an innovative approach and their relationship with marketing skills among artisan entrepreneurs was unexplored in several unorganized sectors, including handlooms.

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“…

Customers are the most important sources of competitive advantage in market-orientated business environments (Ansah & Chinomona, 2017;Tirado & Guillén, 2017). Besides creating a competitive advantage, market-orientated approaches would also help companies maximize shareholder value and build a win-win & long-lasting relationship with customers (

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confidence: 99%

Untitled

2022

IJO-BS

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Network Market Orientation, Knowledge Management and Born Globals’ Competitiveness

Cited by 3 publications

References 110 publications

Elucidating salespeople's market orientation, proactive service behavior and organizational culture in the B2B banking sector: a Malaysian perspective

Elucidating salespeople's market orientation, proactive service behavior and organizational culture in the B2B banking sector: a Malaysian perspective

Innovative approach and marketing skill: a case study of artisan entrepreneurs of India

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