Periodic Table of Marketing Strategy logo: MS element tile, number 26The Periodic Table of Marketing Strategy v1.0

Column 4 · 41 works

Market Orientation

Atuahene-Gima, Kwaku, Stanley F. Slater, and Eric M. Olson (2005), “The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance”, Journal of Product Innovation Management, 22 (6), 464–82.

Baker, William E. and James M. Sinkula (1999), “The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance”, Journal of the Academy of Marketing Science, 27 (4), 411–27.

Brown, Tom J., John C. Mowen, D. Todd Donavan, and Jane W. Licata (2002), “The Customer Orientation of Service Workers: Personality Trait Effects on Self- and Supervisor Performance Ratings”, Journal of Marketing Research, 39 (1), 110–19.

Cadogan, John W., Adamantios Diamantopoulos, and Charles Pahud de Mortanges (1999), “A Measure of Export Market Orientation: Scale Development and Cross-Cultural Validation”, Journal of International Business Studies, 30 (4), 689–707.

Cadogan, John W. and Adamantios Diamantopoulos (1995), “Narver and Slater, Kohli and Jaworski and the Market Orientation Construct: Integration and Internationalization”, Journal of Strategic Marketing, 3 (1), 41–60.

Christensen, Clayton M. and Joseph L. Bower (1996), “Customer Power, Strategic Investment, and the Failure of Leading Firms”, Strategic Management Journal, 17 (3), 197–218.

Day, George S. and Christine Moorman (2010), Strategy from the Outside In: Profiting from Customer Value. New York: McGraw-Hill.

Deshpandé, Rohit, John U. Farley, and Frederick E. Webster Jr. (1993), “Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis”, Journal of Marketing, 57 (1), 23–37.

Deshpandé, Rohit and Frederick E. Webster Jr. (1989), “Organizational Culture and Marketing: Defining the Research Agenda”, Journal of Marketing, 53 (1), 3–15.

Deshpandé, Rohit and John U. Farley (1998), “Measuring Market Orientation: Generalization and Synthesis”, Journal of Market-Focused Management, 2 (3), 213–32.

Drucker, Peter F. (1954), The Practice of Management. New York: Harper & Row.

Ellis, Paul D. (2006), “Market Orientation and Performance: A Meta-Analysis and Cross-National Comparisons”, Journal of Management Studies, 43 (5), 1089–107.

Gebhardt, Gary F., Gregory S. Carpenter, and John F. Sherry Jr. (2006), “Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation”, Journal of Marketing, 70 (4), 37–55.

Grinstein, Amir (2008), “The Relationships Between Market Orientation and Alternative Strategic Orientations: A Meta-Analysis”, European Journal of Marketing, 42 (1/2), 115–34.

Hakala, Henri (2011), “Strategic Orientations in Management Literature: Three Approaches to Understanding the Interaction Between Market, Technology, Entrepreneurial and Learning Orientations”, International Journal of Management Reviews, 13 (2), 199–217.

Homburg, Christian and Christian Pflesser (2000), “A Multiple-Layer Model of Market-Oriented Organizational Culture: Measurement Issues and Performance Outcomes”, Journal of Marketing Research, 37 (4), 449–62.

Houston, Franklin S. (1986), “The Marketing Concept: What It Is and What It Is Not”, Journal of Marketing, 50 (2), 81–87.

Hult, G. Tomas M., David J. Ketchen Jr., and Stanley F. Slater (2005), “Market Orientation and Performance: An Integration of Disparate Approaches”, Strategic Management Journal, 26 (12), 1173–81.

Hult, G. Tomas M. and David J. Ketchen Jr. (2001), “Does Market Orientation Matter? A Test of the Relationship Between Positional Advantage and Performance”, Strategic Management Journal, 22 (9), 899–906.

Jaworski, Bernard J. and Ajay K. Kohli (1993), “Market Orientation: Antecedents and Consequences”, Journal of Marketing, 57 (3), 53–70.

Keith, Robert J. (1960), “The Marketing Revolution”, Journal of Marketing, 24 (3), 35–38.

Kennedy, Karen Norman, Jerry R. Goolsby, and Eric J. Arnould (2003), “Implementing a Customer Orientation: Extension of Theory and Application”, Journal of Marketing, 67 (4), 67–81.

Kirca, Ahmet H., Satish Jayachandran, and William O. Bearden (2005), “Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance”, Journal of Marketing, 69 (2), 24–41.

Kohli, Ajay K., Bernard J. Jaworski, and Ajith Kumar (1993), “MARKOR: A Measure of Market Orientation”, Journal of Marketing Research, 30 (4), 467–77.

Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, 54 (2), 1–18.

Kumar, V., Eli Jones, Rajkumar Venkatesan, and Robert P. Leone (2011), “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?”, Journal of Marketing, 75 (1), 16–30.

Lafferty, Barbara A. and G. Tomas M. Hult (2001), “A Synthesis of Contemporary Market Orientation Perspectives”, European Journal of Marketing, 35 (1/2), 92–109.

Levitt, Theodore (1960), “Marketing Myopia”, Harvard Business Review, 38 (4), 45–56.

Matsuno, Ken, John T. Mentzer, and Joseph O. Rentz (2005), “A Conceptual and Empirical Comparison of Three Market Orientation Scales”, Journal of Business Research, 58 (1), 1–8.

McNamara, Carlton P. (1972), “The Present Status of the Marketing Concept”, Journal of Marketing, 36 (1), 50–57.

Narver, John C., Stanley F. Slater, and Douglas L. MacLachlan (2004), “Responsive and Proactive Market Orientation and New-Product Success”, Journal of Product Innovation Management, 21 (5), 334–47.

Narver, John C. and Stanley F. Slater (1990), “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, 54 (4), 20–35.

Ozkaya, H. Erkan, Cornelia Droge, G. Tomas M. Hult, Roger Calantone, and Elif Ozkaya (2015), “Market Orientation, Knowledge Competence, and Innovation”, International Journal of Research in Marketing, 32 (3), 309–18.

Saxe, Robert and Barton A. Weitz (1982), “The SOCO Scale: A Measure of the Customer Orientation of Salespeople”, Journal of Marketing Research, 19 (3), 343–51.

Shah, Denish, Roland T. Rust, A. Parasuraman, Richard Staelin, and George S. Day (2006), “The Path to Customer Centricity”, Journal of Service Research, 9 (2), 113–24.

Shapiro, Benson P. (1988), “What the Hell Is “Market Oriented”?”, Harvard Business Review, 66 (6), 119–25.

Sheth, Jagdish N., Rajendra S. Sisodia, and Arun Sharma (2000), “The Antecedents and Consequences of Customer-Centric Marketing”, Journal of the Academy of Marketing Science, 28 (1), 55–66.

Slater, Stanley F. and John C. Narver (1994), “Does Competitive Environment Moderate the Market Orientation-Performance Relationship?”, Journal of Marketing, 58 (1), 46–55.

Slater, Stanley F. and John C. Narver (1998), “Customer-Led and Market-Oriented: Let's Not Confuse the Two”, Strategic Management Journal, 19 (10), 1001–06.

Webster, Frederick E., Jr. (1994), Market-Driven Management: Using the New Marketing Concept to Create a Customer-Oriented Company. New York: John Wiley & Sons.

Zablah, Alex R., George R. Franke, Tom J. Brown, and Darrell E. Bartholomew (2012), “How and When Does Customer Orientation Influence Frontline Employee Job Outcomes? A Meta-Analytic Evaluation”, Journal of Marketing, 76 (3), 21–40.