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Forms of market orientation in UK companies

Article Abstract:

Despite the importance of market orientation in the marketing and strategic management literature, it has been the subject of few conceptual and empirical studies. Also, the latter have addressed only the degree of market orientation and not its nature or form. The empirical study reported in this article focuses on the form of market orientation. Five different forms of market orientation were identified, along with three factors that discriminate between them. Although there are some performance differences between the forms of market orientation, the market environments that they are associated with are not significantly different. As well as providing additional empirical evidence, the results provide empirical support to, and extensions of, the conceptualization of market orientation given in the literature. (Reprinted by permission of the publisher.)

United Kingdom, Marketing, Orientation, Perceptual orientation

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Exploring strategy perceptions in changing environments

Article Abstract:

This article explores how a firm perceives its own strategy and that of its competitors. Findings from an exploratory, sociometric study covering both a period of 'boom' and a period of 'bust' demonstrated that firms and competitors differ greatly in their strategy perceptions. These perceptions were also found to differ from 'objective' evaluations made by the investigator. None of the firms studied was found to change their basic strategy in response to environmental jolts. (Reprinted by permission of the publisher.)

Analysis, Management research, Business planning, Strategic planning (Business)

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