Frontpage  About  admin@impgroup.org
Paper info: Market orientation: a promising metaphor for culture and collaboration in industrial networks

Title


Market orientation: a promising metaphor for culture and collaboration in industrial networks

Authors


Arto Rajala
Helsinki School of Economics
Finland
Arto Rajala ,
Kristian Möller
Helsinki School of Economics
Finland
Kristian Möller and Matti Tuominen

Place of Publication


The paper was published at the 18th IMP-conference in Perth, Australia in 2002.

Download


Download paper
(82.2 kb)

Abstract


Recent research on market orientation and close customer relationships addresses how firms create market intelligence and adapt to their environments. However, our understanding ofmarket-oriented firms is incomplete because it does not fully incorporate with cultural linkages and collaboration in buyer-seller relationships. Actually, it has been neither investigated nor understood well the interplay between market orientation and close customer relationships, and, further, whether the interplay is affected by a firm's internal cultural postures. The authors present a conceptual framework for examining the interplay betweenthe key constructs in industrial context. Our results indicate a strong positive association between market orientation and customer intimacy, and, further, this interplay is influenced by our cultural factors - market focus and industry recipe - adopted.