Pilot Study Comparing Market Orientation Culture of Businesses and Schools of Business

Bibliographic Data

ID13654272
AuthorsHarry A Harmon (Missouri State University, corresponding author), Robert L Webster (Hickingbotham School of Business Ouachita, Baptist University), Kevin Hammond (0000-0002-4326-4562, University of Tennessee at Martin), Kevin L Hammond (University of Tennessee at Martin)
Year2003
Volume93
Issue1
Pages241-250
Publication date2003-08-01
Open AccessYes
TypeARTICLE
VenuePsychological Reports (JOURNAL)
Journal identifiersISSN: 0033-2941 • E-ISSN: 1558-691X
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.2466/pr0.2003.93.1.241
PMID14563058
OpenAlexW2038319243
LanguageEN
Citations received1
References cited22

A market orientation culture has been described as one that blends an organization's commitment to customer value with a process of continuously creating superior value for customers. Developing such a culture is further described as (1) obtaining information about customers, competitors, and markets, (2) examining the gathered information from a total organizational perspective, (3) deciding how to deliver superior customer value, and (4) implementing actions to provide value to customers. A market orientation culture focuses on the customer, identifies issues in the competitive environment, and coordinates all functional areas to achieve organizational objectives. Research has found businesses with higher market orientation are more successful in achieving organizational objectives. The measurement of market orientation within businesses has been empirically tested and validated. However, empirical research on market orientation in nonprofit organizations such as universities has not been examined. This study investigated market orientation within the university setting, specifically Schools of Business Administration, and compared these data with previously published data within the business sector. Data for comparative purposes were collected via a national survey. Hypothesis testing was conducted. Results indicated significantly lower market orientation culture within the schools of business as reported by AACSB Business School Deans vis-à-vis managers of business enterprises

Business · Competitor analysis · Economics · Management · Market Orientation · Organizational culture · Value (mathematics · Customer Service Quality and Loyalty · Management and Marketing Education · Marketing · Technology Adoption and User Behaviour

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