Browsing by Subject "Market orientation"

Now showing 1 - 3 of 3

Open Access
Alliance orientation: conceptualization, measurement, and impact on market performance
(Springer, 2006) Kandemir, D.; Yaprak, A.; Cavusgil, S. T.
Interfirm collaborations have inspired a rich literature in marketing and strategy during the past two decades. Building on this extant work, the authors developed a new construct, alliance orientation, and explored its influence on firms' alliance network performance and market performance. The authors drew on data collected from 182 U.S. firms with extensive experience in forming, developing, and managing strategic alliances in marketing, new product development, distribution, technology, and manufacturing projects. Using structural equations modeling, the authors demonstrate that alliance orientation significantly affects alliance network performance, which in turn enhances market performance. The findings also suggest that market turbulence exerts a significant moderating influence on the relationship between alliance orientation and alliance network performance, whereas the moderating role of technological turbulence on that relationship does not appear to be significant. The study provides evidence that firms' alliance orientations positively affect their performance in strengthening their alliance network relationships and in managing conflicts with their alliance partners.
Open Access
A conceptual model for public relations in museums
(Emerald Publishing Limited, 2010) Gürel, E.; Kavak, B.
Purpose: This paper aims to present a conceptual model for public relations specific to museums. Design/methodology/approach: Based on relevant literature, a contingency model is developed for the public relations practices of museums. Findings: The model offers the market orientation level of the management and the interest level of the publics as the major factors that influence the effectiveness of the public relations programs in museums. The interest level of the publics is offered as a moderating variable. Practical implications: The model suggests that the effectiveness of the public relations programs of museums depends on two major factors. Although the interest level of the publics may seem to be uncontrollable at first glance, its negative impact can be largely controllable by managers by changing their own market orientation level - by adapting the public relations strategy to the targeted public depending on the interest level of that public. Originality/value: The model is specifically designed for museums. It can be accepted as the first public relations model specifically offered for museums. The model here recognises the relationship between marketing and public relations.
Open Access
Market orientation and CSR: performance implications
(Springer Netherlands, 2016) Kiessling, T.; Isaksson L.; Yasar, B.
Corporate social responsibility (CSR) has become of great interest to both researchers and practitioners alike with much discussion on whether the costs outweigh the performance implications. CSR has become a firm strategic tool (not only an ethical concept) as firms recognize that the customer value proposition and CSR is integrated with the focus on how to differentiate the firm from the view of the customer. We utilized market orientation (MO) theory as our foundation for our research as it explains how organizations adapt to their customer environment to develop competitive advantages. With the current customer focus on CSR, MO assists the field in identifying a possible firm differentiation. Our research found that firms that ranked high on CSR correlated positively to performance. We also found our theoretically developed constructs of firm customer orientation (CO) and firm market orientation correlated with the firm adopting CSR. The results also indicated that CSR positively mediates CO and MO to firm performance. As past research had mixed results over the direct relation of MO to performance, our research suggests that CSR may be the missing variable to explain the MO/Performance relationship.