The most perplexing question of business organizations today is how to get and sustain competitive advantage. The dependable answer to this question, as Peter Drucker stated, is defining a business in terms of customer values and designing innovation activities to create those values. Hence, market orientation and innovation are the two complementary pillars of success. This research, therefore, develops a conceptual model to examine how 1) internal factors influence the development of market orientation and innovation; and 2) market orientation and innovation impact on the competitiveness of manufacturing businesses in Ethiopia, a least developed country in sub-Sahara Africa. Market and innovation orientations have been broadly recognized as performance antecedents in the strategic management literature. The performance impact of these orientations is extensively examined in the developed countries’ business environments. Studies also indicate that market and innovation orientations affect performance in situations where the competitive intensity is high. However, literature lacks adequate empirical evidence to determine whether market and innovation orientations have positive impact on performance in the least developed countries’ economies; it is also deficient with the required literature to confirm whether the impact of these orientations on performance is minimal in the least economically developed environment where competitive intensity is low. The other shortcoming in the strategic orientation literature is the heterogeneity in defining and measuring market orientation constructs. Market orientation is defined from behavioral, cultural, capability, and integrationist perspectives. Despite the contention on what the integrationist perspective suggests, very limited number of studies applies such comprehensive conceptualization. The study, therefore, is designed to fill these voids in the literature by designing a comprehensive model and testing it in the least developed context. From practical point of view, following the current encouraging economic growth of Ethiopia, changes have been observed on the competitiveness of the business environment. In response to the growing competitiveness of the business environment, organizations should adopt relevant orientations and practices; i.e., practices recognized as appropriate to the western environment. Hence, testing the validity of the sound managerial orientations and practices, based on scientifically accepted procedure in the least developed context, is mandatory before making use of them. The research is conceptually rooted in the argument of resource based view and its extension- the dynamic capability. Based on this, the study a) models strategic orientations and managerial practices as capabilities that affect competitive advantage of firms; b) reviews literature on market orientation, innovation, marketing capabilities, organizational culture, and managerial practices to theoretically validate the proposed relationships in the conceptual model; and c) develops eight main hypotheses for empirical verifications. The investigation pursues positivist paradigm. It applies quantitative research design where the study tests the proposed relationships quantitatively by analyzing 204 usable responses (n=204) of the selected manufacturing companies. The findings show that 1) market orientation and innovation have positive and significant effect on competitiveness of the manufacturing companies in Ethiopia; 2) the level of market orientation and its impact on competitiveness is influenced by sound employee training program, market based reward system, effective marketing program, and organizational culture that emphasize change, entrepreneurship, and achievement orientation; 3) the level of innovation and its impact on competitiveness is influenced by effective marketing program and organizational culture that emphasize change (i.e., adhocracy culture) and control over the change process (i.e., the hierarchy culture); 4) the effect of market orientation and innovation on competitiveness is stronger for the younger and larger organizations when compared to the older and smaller ones, respectively. Based on these findings, the study suggests that managers, beyond ensuring the smooth running of day-to-day operations, should focus on marketplace changes by adopting and developing relevant orientations (i.e., market and innovation orientations) via improving the culture, structure, and other relevant capabilities. / Business Management / D.B.L.

La publication de sondages et d’études sociologiques depuis le début de la crise économique en 2008, montre que la crainte d’entrer en situation de précarité est largement répandue au sein de la société française. Même si les fournisseurs d’énergie historiques (EDF et GDF) ont mis en place depuis longtemps des systèmes de solidarité destinés aux plus démunis, ils ne semblent pas avoir pris en compte, pour le moment, la crainte potentielle d’une partie des consommateurs en situation ordinaire de tomber en situation de précarité. Ce constat nous a amené à poser la question de recherche suivante : quelle(s) posture(s) stratégique(s) pourrait adopter EDF face aux craintes de précarité de ses clients non précaires ? Pour répondre à cette question nous avons mobilisé trois champs théoriques. Le premier, autour du concept d’orientation marché défini par Day (1990) comme la capacité à comprendre et satisfaire les besoins des clients, distingue deux types de stratégies : les stratégies de type market driven destinées à réagir aux mouvements du marché, et les stratégies de type market driving consistant à créer un nouveau marché. Or, il n’existe pas aujourd’hui de réponse de la part des fournisseurs d’énergie à cette crainte de la clientèle non précaire vis-à-vis de la précarité. Nous nous sommes attaché à étudier la possibilité de définir une nouvelle stratégie de type market driving. Ceci nous a conduit à étudier un deuxième champ théorique portant sur l’émergence des besoins. Afin d’anticiper la réaction des consommateurs face à une certaine posture d’un fournisseur d’énergie, nous nous sommes porté sur un dernier volet théorique traitant du comportement de réaction des consommateurs face aux offres des entreprises. Afin de savoir si une posture était envisageable sur la crainte d’entrer en précarité, nous avons cherché à savoir si des besoins liés à cette crainte existaient. A cet effet, nous avons utilisé la méthode projective des récits immersifs, consistant à immerger le sujet interrogé dans le récit d’un personnage fictif confronté à une succession d’évènements l’introduisant dans une situation précaire. Cette recherche a fait ressortir l’existence de trois groupes d’individus caractérisés par des besoins particuliers : les familles avec enfants, les retraités et les jeunes actifs. Nous avons également montré que l’attitude des consommateurs face à une posture simulée d’un fournisseur d’énergie sur cette crainte était très nuancée, voire négative. Ceci pourrait laisser envisager des marges de manoeuvre restreintes dans la définition d’une posture des fournisseurs d’énergie sur cette question. / Since the beginning of the economic crisis in 2008, poll and sociological studies have shown that the fear of entering into a precarious situation is widespread in French society. Ever though, historical energy suppliers (EDF and GDF) have established systems of solidarity for poor people, they do not seem to have taken into account, for the time being, the potential fear of some consumers to fall into precarious situation. This observation has led us to pose the following research question: what strategic position(s) could EDF adopt in order to deal with the customer’s fear to fall into precariousness? To answer this question, we have mobilized three theoretical fields. The first one concerns the concept of market orientation defined by Day (1990) as the ability to understand and satisfy customers ‘needs. The market orientation is divided into two types of strategy: the market driven type for reacting to market movements, and the market driving type for creating a new market. Considering that energy supplier do not take any action regarding the fear of non precarious customer, related to precariousness, we are committed to studying the possible existence of a new market. This led us to study a second field of theory on the emergence of needs. To anticipate consumer reaction toward a certain position of an energy supplier, we focused on a last theoretical part dealing with the behavior of consumer response to companies offers. To determine whether a position in relation with the fear of entering in precariousness would be possible, we investigated whether needs linked with this fear exist. To this purpose, we used the projective method of narrative immersion. This method consists in immersing the person in the story of a fictional character facing a series of events introducing him in a precarious situation. This research has highlighted the existence of three groups, characterized by special needs: families with children, retired and young workers. We also showed that consumer attitudes to a simulated position of an energy supplier about this fear were nuanced, even negative. This could leave little scope for defining the position of energy supplier on this issue.

Trata-se de um estudo exploratório, utilizando o método do estudo de caso, que investiga quais as orientações de negócios predominantes nos Institutos de Pesquisas Tecnológicas Industriais (IPTIs) brasileiros. No contexto atual de ciclos de vida dos produtos cada vez mais curtos e de concorrência acirrada entre empresas, cadeias produtivas, setores econômicos e países decorrente da globalização, os IPTIs são chamados a dar suporte tecnológico fundamental aos agentes econômicos nacionais, os quais não têm condições ou recursos para gerar internamente. Para que isto ocorra efetivamente dentro deste quadro, somado à escassez de recursos governamentais, crises econômicas cíclicas e concorrência de fontes alternativas de suporte tecnológico, os IPTIs têm que estar orientados para os seus mercados. O trabalho faz uma revisão da literatura sobre orientação de negócios, com ênfase na orientação para o mercado (OM), e estuda dois IPTIs nacionais: o Instituto de Pesquisas Tecnológicas do Estado de São Paulo (IPT) e o Instituto de Pesquisas Energéticas e Nucleares (IPEN). Após análise dos dados, o estudo propõe o aprofundamento da investigação em futuros estudos com base em um modelo de OM que introduz variáveis apropriadas para os IPTIs nacionais, como ?natureza jurídica do instituto? e ?consciência e orgulho do papel dos empregados?. Propõe ainda que em futuros estudos sejam também investigados os clientes dos IPTIs para que os efeitos de suas orientações de negócios sejam avaliados por aqueles para quem estas orientações são dirigidas. / This dissertation is a exploratory study, using case study method, that investigates what business orientations prevail in Brazilian Industrial Technology Research Institutes (ITRIs). On the current context of shorter product life cycles and strong competition amongst value chains, industries and countries due globalization, ITRIs are being pushed to provide essential technological support to domestic economic agents, which don?t have resources and conditions to generate them internally. In order to play this role effectively amidst this picture, adding up lack of governmental funds, cyclical economic crisis and alternative technology sources competition, ITRIs must be market oriented. This work performs a literature survey, emphasizing market orientation (MO), and studies two Brazilian major ITRIs: Instituto de Pesquisas Tecnológicas do Estado de São Paulo (IPT) e o Instituto de Pesquisas Energéticas e Nucleares (IPEN). After accomplishment of data analysis, the study suggests deeper investigation on future researches based on a MO model that introduces variables suitable for Brazilian ITRIs, such as ?juridical status? and ?employees pride and consciousness of their role?. It also proposes the investigation of ITRIs clients, on their perceptions about ITRIs MO outcomes effects in their businesses.

[pt] O marketing interno é um conceito que surgiu pela preocupação das empresas em manter um alto grau de consistência na entrega de seus serviços. O fato do pessoal de contato se envolver diretamente com os consumidores no ato da venda, tornou essencial que eles sempre fossem capazes de atender às necessidades dos clientes. Portanto, a valorização dos funcionários e seu uso como meio de se atingir metas estratégicas são os principais objetivos do marketing interno. No Brasil, são escassos os estudos sobre este tema e as poucas pesquisas a respeito mostraram iniciativas ainda principiantes. Esta pesquisa busca explorar a literatura de marketing interno, através de análise e crítica, e verificar como as empresas brasileiras tratam deste tema, no que diz respeito a sua interpretação e implementação. Dentre os resultados obtidos, percebe-se que o marketing interno é um conceito novo, mas que já demonstra gerar mudanças culturais. O que não é mencionado na literatura, porém é mostrado aqui, é que a sua implementação não deve ser igual na empresa toda, pois existem áreas, como as de apoio, em que o programa de marketing interno deve focar mais as suas atenções. / [en] Internal marketing is a concept that emerged from the concerns of companies in maintaining a high standard of services. The fact that contact personnel interact directly with the customer in the moments of truth, makes it essential that companies are always able to fulfill the client`s needs. Thus, valuing the employees and using them as a vehicle to obtain strategic objectives is the main goal of internal marketing. In Brazil, case studies on this theme are rare and the little existing research shows that internal marketing is still in initial stage. The present research explores the literature on internal marketing, through analysis and criticism, and verifies how Brazilian companies address this theme, interpret it and implement it. The results suggest that internal marketing is a new concept, but one that is already generating cultural change. What is not mentioned in the literature, but demonstrated here, is that internal marketing should not be implemented uniformly throughout the whole company, because some areas, such as the support ones, need more attention within the internal marketing program.

The market orientation is one of the most important preconditions of long term sustainable development of companies. The important aspect of analysis of market orientation is the determination and measurement of factors, which the market orientation influences and adjudication of meaning of the market orientation for prosperity of companies. The master’s thesis deals with the definition and measurement of the market orientation of companies in our departmental environment.

Inadequate resources, poor market strategy, competition, contract regulation, and disparate performance outcomes are issues small business owners face while competing for government contracts. The purpose of this correlational study was to examine the market orientation-business performance relationship and the influence of market factors among veteran-owned small businesses competing for government contracts in the United States. A survey with adapted MARKOR and Government Regulation Lassez-Faire scales was administered to 203 veteran-owned small business owners. Resource-advantage theory served as the theoretical foundation for this study. The results of the multiple linear regression were significant, suggesting that market orientation relates to firm performance and total contract revenue. However, the regression models had a poor fit, with R-² values ranging from .019 to .094, suggesting that significant results of this study lacked the power to conclude predictive accuracy. Market orientation did not significantly relate to contract bid to win rate and number of years in the government market. The PROCESS moderation analysis provided mixed results for market factors' influence on the market orientation relationship with business performance outcomes. Study participants were market-oriented, with few seeing corresponding success. The introduction of new variables is necessary to make future models useful. Implications for positive social change include guidance for better-fitting models, ones that will inform the efforts to improve the survivability of small businesses in the B2G market. Veteran-owned small business owners should not waste resources on market orientation as a sole strategic focus for capturing and winning government contracts.

Eighty-five percent of all firms operating in Nigeria are small-and medium-sized business enterprises (SMEs) and contribute almost 55% to the gross domestic product (GDP) in Nigeria. Capital flight and other growth inhibitors pose threats to the sustainability of SMEs in Nigeria. This exploratory multiple-case study was to determine strategies SME leaders use to sustain business operations in Nigeria. The study participants consisted of 15 SME leaders from 3 regional manufacturing firms who had successfully implemented strategies to sustain SMEs in Nigeria. Bertalanffy's general systems theory and Freeman's stakeholder theory were the conceptual frameworks used in the research. The data collection processes included semistructured interviews and reviewing company documents. After analyzing the interview data and validating through member checking, 5 core themes emerged during the data analysis process: creating new markets, encouraging opportunity for sustainable growth, securing additional funding sources, employee participation in decision making, and gaining competitive advantages. The findings may promote social change among the business community leaders by identifying essential characteristics to improve the posterity of SMEs in Nigeria.

The doctoral thesis is concerned with Market Orientation (MO) and Customer Relationship Management (CRM). MO and CRM have been under permanent focus of both theoreticians and practitioners in recent years as they are considered to be important for long-term business success. Surprisingly, these two strategic concepts have been examined separately. What is missing is research that would systematically analyse the possible interdependence between MO and CRM. The main aim of the doctoral thesis is to evaluate the existence of interconnections between MO and CRM. This doctoral thesis has been prepared on the basis of secondary research, as well as primary research activities. Both qualitative and quantitative methods have been applied in order to obtain a more complex view on the topic. The main primary research of this thesis was conducted through a questionnaire survey among aerospace companies in the Czech Republic. The hypotheses were tested so as to support the partial objectives, as well. The findings constitute a valuable contribution to broaden the knowledge of MO and CRM. The doctoral thesis has revealed that MO and CRM are interconnected. A tool for CRM measurement was proposed, and the level of MO and CRM in the surveyed companies was determined. The barriers to the implementation of MO and CRM were identified, yet the actual application of these concepts in practice of companies has remained an issue. The conclusions and recommendations were formulated and the contributions to the theory, practice and education were highlighted. The findings offer the possibility of further expansion of research.

The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications on organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. As a mission-based field, the not-for-profit arts sector operates under the premise that it must find a market for its product, instead of finding a product for its market. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and its market. In particular, this thesis analyzes the following components of strategic communications management, in relation to the practices of the Canadian arts sector: relationship management/marketing, interpersonal relationship values, organization public relationship values, and market orientation. / Thesis / Master of Communications Management (MCM) / The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications for organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and patrons.

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