Antecedents of proactive and responsive market orientation
by Paul R. Lamore; David Berkowitz; Phillip A. Farrington
International Journal of Sustainable Strategic Management (IJSSM), Vol. 4, No. 1, 2013

Abstract: Since the introduction of the proactive and responsive market orientation constructs into the market orientation literature, there has been limited empirical research regarding the antecedents of each type of market orientation and the relationship each may have on the market performance of new products. This research investigates the influence of organisational culture, competitive intensity and organisational age and size on the development of a firm's market orientation, and how these two distinct forms of market orientation may influence organisational success. The results of this study indicate empirical evidence that cultures classified as adhocracy and market exhibit positive relationships with both responsive and proactive market orientation, whereas cultures classified as clan and hierarchy do not. Competitive intensity does not exhibit a significant relationship with either market orientation classification. Proactive market orientation exhibits a significant positive relationship with market performance, whereas responsive market orientation does not. The results may guide managers in developing the appropriate organisational environment to support successful innovation efforts.

Online publication date: Mon, 30-Jun-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sustainable Strategic Management (IJSSM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com