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The Market orientation (MO) phenomena have been meticulously studied in the marketing literature for more than three decades. While in the beginning MO had been investigated from a focal form perspective, it has evolved to account for the role it plays in distribution channels or supply chains. However, the perspective taken has consistently been from a focal firm perspective, either about its own or its partners market orientation. This study seeks to extend the theory on market orientation to account for the role that it plays within business relationships (i.e. inter-firm market orientation). IMO was initially conceptualized as the joint activities between the focal firm and its channel partner in joint intelligence generation, joint intelligence dissemination and joint customer responsiveness. This study develops the theory that a business relationship can be either market oriented or not and attempts to explain the effect of this inter-firm market orientation on relationship performance as well as focal firm performance. Specifically, this study asks the question, does inter-firm market orientation mediate the focal firm market orientation – performance relationship?This study was investigated using a two-stage approach. In the first stage, a measurement scale was developed and empirically tested to measure inter-firm market orientation. It was from the scale development efforts that the conceptualization of IMO was refined to include the joint intelligence cooperation and joint customer responsiveness efforts between the focal firm and its channel partners. It appears that the focal firm and their channel partner do not differentiate or separate the activities of intelligence generation and intelligence dissemination. They view it more as a cooperative effort. Additionally, the focus of the intelligence cooperation efforts appears to be more about intelligence collected through market research about end-user customers rather than by speaking with customers directly. Finally, the customer responsiveness efforts appear to be reactively focused rather than both reactively and proactively. The scale development was followed by the second stage where the revised IMO construct was included in a model in which it mediated the often-studied market orientation – performance relationship. A number of hypotheses were developed using various relationship theories such as transaction cost economics, resource-based view, and interaction approach. The model was tested with a sample of 130 informants using a variance-based structural equation modeling technique called partial least squares. The final analysis indicated that all paths were significant and that the IMO and relationship performance constructs partially mediated the MO – performance relationship. These findings suggest that it is important to understand both intra and inter-firm market orientation activities to truly understand their impact on business performance.

Investigating internal employee behaviors that influence firm results is an area of on-going interest to both academics and practitioners. This study combined the two recently developed constructs of internal market orientation and industrial service quality to investigate their relationship. The integration of the business outcomes of overall service quality, customer satisfaction, and commitment to the relationship were included to add practical application to study. Additionally, the moderator length of relationship between service provider and customer was included to examine its influence in the model. Internal marketing and market orientation influenced the development of the internal market orientation. Decades of studies into service quality lead to the development of the business-to-business service quality scales applied to this study. Studying these constructs in real world settings, including the moderator, and measuring subjective business outcomes was conducted to confirm scale use, broaden the settings, and offer depth to the field of study. Two surveys to employees and one survey to matching customers created 107 dyad records for structural equation model analysis. Results showed no significant relationship between internal market orientation and industrial service quality. There was a significant relationship between industrial service quality and overall service quality perception, confirming past studies. However, counter to past research industrial service quality did not influence customer satisfaction and commitment to the relationship. A surprising result was the significant relationship reported between employee perceived service quality and the two business outcomes of customer satisfaction and commitment. This research did not support the theoretical premise that internal market orientation is an antecedent to industrial service quality. This study reported mixed results for the connections between perceived service quality and the business outcomes included. Some of the limitations from previous research were addressed while a more integrated model was investigated to add to the understanding of the marketing concept.

This thesis concerns an investigation of the nature and meaning of speciality regional foods in the UK, by examining the products themselves as well as the producers who bring them to the marketplace. Speciality regional food production is making an increasingly important contribution to the economy and is pertinent to newly evolving policy objectives in the agrifood and rural sectors at both national and European Union levels. In spite of this, many uncertainties exist with respect to the properties of speciality regional foods and the characteristics and behaviour of the producers of these foods. In the literature review, territorial distinctiveness in foods is identified as comprising geophysical and human facets, these being influenced over time by macro-environmental forces such as trade and industrialisation. Territorial distinctiveness is also identified as comprising a range of end product qualities perceived by consumers. In terms of speciality regional food producers, the literature review identifies that such producers tend to be small or micro-sized firms incorporating some level of hand-crafted methods in their production processes. These characteristics imply complex behavioural tendencies, particularly in relation to the propensity of these producers to be market oriented. The weight of evidence suggests that small craft-based producers have characteristics and tendencies not conducive to market oriented behaviour. In the empirical study, in-depth interviews were conducted with 20 speciality regional food producers based in the north of England, with data analysis following a grounded theory approach. In terms of the nature and meaning of speciality regional foods, it was found that interviewees expressed varying levels of conviction regarding the existence of geophysical and human facets of territorial distinctiveness in their products. Furthermore, a variety of contrasting end product qualities were described. These variations and contrasts were explained with reference to the competitive contexts of the interviewees and the social history of the products respectively. In terms of speciality regional food producers it was found that contrary to expectations, these producers displayed a combination of highly market oriented, entrepreneurial and 'craft' dispositions, with a particular tendency emerging whereby strong evidence of marketorientation and entrepreneurship was partnered with a keen-ness amongst the interviewees to portray themselves as 'craftspersons'. This tendency was explained with reference to the competitive circumstances and prevailing market conditions in which interviewees found themselves. Overall, it is concluded that speciality regional foods have meaning .at an 'essential' as well as a 'projected' level, and that both need be taken into account for regional food policy initiatives to be effective. For speciality regional food producers, it is concluded that multiple tendencies and behaviours co-exist within these producers, and that it is the producers' prioritisation between these which determines the appropriateness of current policy support mechanisms.

Participating in the growing research stream involving the market orientation-performance relationship, this investigation explores the impact of firms’ planning, implementation, and evolution of market orientation on financial performance. A longitudinal approach is used to capture the formation and evolution of market orientation. Evidence of market orientation as depicted in top management’s stated strategy is assessed through content analysis of 150 SEC filings (S-1s and 10-Ks) of seventy-five initial public offering (IPO) firms. The sample covers companies that went public in the years 2001-2003, and the study spans a six-year period from 2001-2007. Customer and competitor orientation are independent variables tested to predict stock return. Moderator variables of firm size, top-management-team (TMT) heterogeneity, services or manufacturing industry, and industry competitive intensity are tested in a series of regression analyses. The study involves a unique combination of features in that: 1) the market orientation of top management is captured; 2) the market orientation formation and evolution is captured; 3) secondary archival data is used in the analysis; 4) objective performance measures are utilized; 5) data from multiple industries is analyzed; 6) factors that moderate the market orientation performance relationship are studied. Contributions of this study are that it: 1) builds on the work of Gebhardt, Carpenter and Sherry (2006) using longitudinal analysis to capture the dynamic nature of the market orientation; 2) establishes evidence of variation of the market orientation across time; 3) examines the division of market orientation as separate constructs of customer and competition; 4) provides insight about important moderators of the relationship; 5) moves literature towards a foundation for a more general theory of market orientation by providing some further evidence of the construct’s relation to financial performance. Results of regression analysis provide support for customer orientation leading to superior financial performance. Significant moderator variables in this relationship include manufacturing vs. service firms, top-management-team (TMT) heterogeneity, and firm size. Unexpected results are found for competitor orientation and some moderator results are not significant.

Numerous variables from mismanagement to lack of a clear marketing approach contribute to the decline of private universities throughout the United States. Limited empirical research exists to identify which variables most frequently occur when a university is faced with the prospect of decline. It is imperative that universities understand the magnitude of the decline process so that, when faced with a decline, the university can take effective corrective action and bring about turnaround. Organizational structure theories as well as organizational decline theories are presented to gain a basic understanding of organizational dynamics and to lay the groundwork for the presentation of general organizational decline theory, stages of organizational decline and sources of organizational decline. The organizational structure of private universities are then be explored. Finally, university decline are explored both historically as well as through the development of a basic understanding of university decline theories. Presidential leadership and market orientation are thoroughly discussed as major variables of the study. A quantitative research design is utilized to identify the relationship of presidential leadership style, market orientation and university decline. Recommendations are then made based upon the data that will assist university leadership in identifying possible antecedents to university decline and the role of market orientation on decline, and which will also provide a framework for further research on those variables occurring in greatest frequency to be analyzed quantitatively in future research. The results of this study reveal several findings for the leadership of private not-for-profit universities. No relationship was found between market orientation and the university growth or decline status. Relationships were found between charismatic leadership style and the presence of a market orientation within a university. Relationships were found between aspects of charismatic leadership style and the growth or decline status of a university but overall where not significant as a whole. Recommendations are made for university presidents to consider based upon these results.

According to the Department of Trade and Industry (DTI) (2004), it is estimated that there is a total of 1.42 million active businesses in South Africa, 84 per cent of which are classified as “family business”. Internationally, family businesses account for 70 per cent of all international businesses and 35 per cent of Fortune 500 companies (Balshaw, 2004). Despite their economic importance, family businesses still find marketing to be a challenge. Relationships are at the heart of family businesses (Petzinger, 1999; Cooper, Upton and Seaman, 2005). This is because the fundamental DNA (Deoxyribonucleic Acid) a family business is based on a symbiotic relationship between the family and the business. Families, by virtue of their DNA, cultivate deep relationships with people, which include customers, suppliers and even competitors. Hence, in a family business context, these values are transferred into the business by the associated family. This relational approach is often utilised in the marketing strategies that they adopt. This study investigates some of the characteristics of relationship marketing that exist in South African family businesses. The results from the family businesses surveyed, indicates that they cultivate deep relationship with customers. This characteristic enables these businesses to be highly proficient at both satisfying and retaining customers. However, despite a culture of customer centricity, further findings indicate that such businesses are less proficient regarding their orientation with competitors, as they are often slow to respond to competition, in the market place. Lastly, the study indicates that family businesses cultivate and maintain a healthy relationship with employees; as such relationships is a prerequisite for customer satisfaction.

This study investigates how the subsidiaries of multinational enterprises (MNEs) reconfigure their resource bases to respond to an altered strategic positioning. In particular, the focus is on the subsidiaries of multinational enterprises from emerging economies (EMNEs), which undertake transformation from export-orientation to host market-orientation in an emerging economy being host country. Two Taiwanese MNEs with subsidiaries in China extensively operated the host market are selected as case studies. This research is grounded in a preliminary conceptualisation covering three main areas: subsidiary organisations, external actors in the host country and headquarters’ functions. It provides insights into (1) how the subsidiaries align their historical resources with newly-developed capabilities; (2) how the subsidiaries govern inter-firm relations with external actors in the host environment; and (3) whether and how complementary resources are to a limited extent transferred from headquarters to subsidiaries so as to support the operations in the host market. With regards to the organisational initiatives undertaken by the case subsidiaries, it is found that the historical resources are leveraged to support the host market business, whilst at the same time developing required marketing capabilities. In addition, the concept of organisational ambidexterity is adopted to refer to way in which existing (export-oriented) and new (host market-oriented) businesses that are operating simultaneously. As to the inter-firm relations, the case subsidiaries have been mainly governing their relations with distributors by performance-based mechanisms aiming to secure stable profits. By contrast, the relation-based trust was not commonly observed among the cooperation ties. With growing brand strengths and increased direct contact with consumers, they held higher authority over the interfirm relations with distributors than during the initial stages of operating in the Chinese market. In addition, with regards to the cross-border resource transfers, two distinct modes of headquarters-subsidiary relationships emerged: a traditional one, in which headquarters allocate resources within MNEs and a novel one in which headquarters’ functions were gradually replaced by the powerful subsidiary, termed in this thesis as “migrating headquarters”. On the basis of these findings, we put forward a set of propositions that present the interrelations between the resource circumstances of case subsidiaries, the institutional environments and the organisational initiatives undertaken by the case subsidiaries. Theoretically, the contributions of this study are threefold. Firstly, it advances the research on subsidiary development by holistically exploring the: resource reconfiguration of subsidiaries, inter-firm relations with external actors and headquarters-subsidiary relationships. In particular, the resource deficiency which the EMNEs’ subsidiaries encountered and the characteristics of the required capabilities for the host market-oriented transformation, i.e. local marketing competences, were investigated. Secondly, through probing the governance mechanisms adopted regarding interfirm relations between the case subsidiaries and local distributors, this study not only addresses the question of how MNEs acquire this location-bound resource, but also advances the extant research by the aspect of network positions. That is, this study indicates that the first-tier distributors hold more relations-based interactions with the case subsidiaries than the lower-tier ones did. Moreover, unlike the reliance on informal relations suggested by extant literature on doing business in emerging economies, it is found that the economic governance mechanisms based on distributor performance have been predominantly adopted by the case subsidiaries. Thirdly, by investigating how the complementary resources are transferred to the subsidiaries, this work discovers EMNEs’ weakness at responding to the host market-oriented subsidiary transformation in terms of resource deployment within MNEs, in particular those resources that have been mostly controlled by headquarters. In addition, the term “migrating headquarters”, which represents an extreme outcome of subsidiary development, provides novel knowledge to the extant literature on the relocation of MNE headquarters by the perspective of resource circumstances. Moreover, the five components comprising dynamic capabilities in the context of subsidiary transformation are identified through the two case studies as being: capability upgrading, capability leverage, capability building, coordination capability and cooperative capability.

<p><p><strong>Research Questions:</strong> Environmental consideration has influenced managerial decisions and has required from firms to develop an organizational culture that focus on the environmental issues. Despite the importance of adopting a business philosophy that take into account the ecological concerns few studies have examined the relationship between market orientation and environmental practices. This thesis contributes to fill this gap by addressing the following questions: 1) Does the introduction of the environmental facilities help firms towards green innovation? 2) Is Green marketing strategy of firms positively associated with the augment in performance? 3) Does green marketing communication affect positively corporate image?</p><p><strong>Research Objectives:</strong> My aim is to investigate if firms´ green strategy can encourage innovation; enhance corporate reputation and increase overall performance.</p><p><strong>Research approach and methodology:</strong> The assesment of companies green initiatives and the effects on their performance have been achieved through the content of annual and sustainability reports as well as interviews with business managers.</p><p><strong>Findings:</strong> The investigation indicates that when implementing an effective green strategy firms will improve their managerial and organizational performance and such improvements can contribute positively to their financial outcome. The better use of the resources via the introduction of the environmental facilities by firms indeed can help them towards green innovation. Add to that, communicating environmental practices also seems to be an important tool to enhance brand reputation. Thus this study agrees with some authors who affirm that integrating environmental issues into business activities firms´ can increase efficiency and competitiveness while reducing environmental impact.</p><p><strong>Concluding remarks:</strong> The core lesson learned from this scientic work is that the response of the firms in prioritizing the implementation of eco-friendly practices is linked with their perception of current environmental trends. The most firms reinvent themselves by adopting more reuse, recycle, reduce, re-design, green training, green marketing, etc more eco-oriented they seems to be.</p></p>

Purpose: The purpose of this article was to see how NPO’s can use relationship marketing in their activities to secure donors and funding for their causes and projects. Methodology: Unstructured interviews were held with representatives from different hospices as well as with representatives from the umbrella organisation, the HPCA. Findings: The findings showed that the concerned hospices all had similar issues and suffered with the same problems, both economical and communicative. Successful relations were built on personal contacts and projects where donors took an active part The higher the grade of involvement the higher commitment and loyalty towards the hospice/organisation. The factors that were salient in the successful cases are also factors that are salient in the theory of successful relationship marketing (e.g. loyalty, commitment, interaction). Value: The article highlights the complexity of the market of NPO’s in South Africa and some of the issues they are faced with.