The DOI matches its Crossref record; 102 of the 102 references it cites were found in a registry or an index.
Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation
Abstract
Market orientation is a foundation of marketing and is increasingly important in other fields, such as strategic management. Research in marketing has identified the characteristics of market-oriented organizations. However, how organizations change to become more market oriented has received less attention. In this article, the authors conduct an in-depth, longitudinal, multifirm investigation of firms that have successfully created a market orientation. Grounded by this in-depth understanding, they develop a theoretical model to explain how firms create a market orientation. The model identifies four path-dependent stages of change. In contrast to current conceptualizations, the authors find that creating a market orientation requires dramatic changes to an organization's culture and the creation of organizationally shared market understandings. The findings offer new insights into how organizations develop a greater market orientation, organizational change, and the nature of market orientation, including the role of intraorganizational power and organizational learning in creating and sustaining a market orientation.
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Cites
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Cited by
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005) · Journal of Marketing · doi:10.1509/jmkg.69.2.24.60761 · Cited by 2,182
Understanding the Marketing Department's Influence within the Firm
Verhoef, P. C., & Leeflang, P. S. H. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.2.14 · Cited by 587
Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-010-0195-4 · Cited by 578
Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2010) · Journal of Marketing · doi:10.1509/jmkg.75.1.16 · Cited by 543
Sustainability to support end-to-end value chains: the role of supply chain management
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Metadata
- Authors
- Gebhardt, G. F., Carpenter, G. S., & Sherry, J. F.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2006-10
- Volume
- 70
- Issue
- 4
- Pages
- 37-55
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2173394018
- Cited by
- 473
- References
- 102
- FWCI
- 52.44
- Type
- journal article
- Language
- en
- Open access
- closed
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- Gebhardt, G. F., Carpenter, G. S., & Sherry, J. F. (2006). Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation. Journal of Marketing. https://doi.org/10.1509/jmkg.70.4.037
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
