Is Market Orientation Affected by the Size and Diversity of Customer Networks?

Autor:	Paul D. Ellis
Rok vydání:	2010
Předmět:	Factor market Intermediary Strategy and Management Market analysis Market intelligence Market orientation Market share analysis Economics Nonmarket forces Business and International Management Marketing Industrial organization Diversity (business)
Zdroj:	Management International Review. 50:325-345
ISSN:	1861-8901 0938-8249
Popis:	The link between market orientation and firm performance is well documented. However, less is known about those factors which lead to firms being market oriented in the first place. Existing antecedent research has emphasized factors internal the firm. A complementary emphasis on external, network-specific factors is taken in this study. Data collected from a sample of international trade intermediaries reveal that market orientation is affected by both the size and diversity of firms’ customer networks and trading activities. Network diversity both promotes and hinders a market orientation. In low diversity environments, increasing levels of network and geographic diversity boost a firm’s market orientation. In high diversity environments, additional diversity confounds the interpretation of market intelligence with adverse consequences for market orientation.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::db5bbe6caa0881f0695e9ba912f427ba https://doi.org/10.1007/s11575-010-0037-0 Zobrazit plný text záznamu Plný text ve formátu PDF