Determining the scope and impact of market orientation profiles on strategy implementation and performance

• 成果类型: Article
• 署名作者: Dobni, CB; Luffman, G
• 署名单位: University of Saskatchewan; University of Bradford
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.322
• 发表日期: 2003
• 页码: 577-585
• 关键词: MARKET ORIENTATION; COALIGNMENT; STRATEGY IMPLEMENTATION; behavioral profiling

摘要

Strategy implementation and performance in organizations are influenced by its market orientation. Market orientation is the collective of employee behaviors that affects strategy implementation, how an organization interacts with its environment and adjusts to changes within that context. The relationship between market orientation, strategy implementation, and performance is robust across environmental contexts. This study identifies ideal behavioral profiles for organizations seeking to maximize performance by considering the scope and impact of market orientation on strategy implementation. This is accomplished by considering market orientation and strategy profiles in relation to performance in a holistic coalignment perspective, corresponding to competitive contexts characterized by varying degrees of market turbulence and competitive intensity. Important strategic and performance implications of this dynamic are revealed that should be considered by academics and practitioners alike. Copyright (C) 2003 John Wiley Sons, Ltd.