The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance*

While the benefits of being market oriented are largely accepted, a group of scholars and managers remain skeptical. Marketing scholars have sought to counter the criticisms leveled against market orientation (MO) by arguing that it has both responsive and proactive dimensions. However, few studies have empirically examined the complexity of the effects of these dimensions on firm performance. Drawing on theories of resource‐based advantage and organizational search behavior, this article advances understanding by arguing that responsive and proactive market orientations have curvilinear effects on product development performance, that their interaction may be positively related to product development performance, and that their effects on new product program performance are moderated differentially by the organizational implementation conditions and marketing function power. Survey results of 175 U.S. firms indicate support for most of the hypotheses. Specifically, whereas responsive MO has a U‐shaped relationship with new product program performance, proactive MO has an inverted U‐shaped relationship with new product program performance. Contrary to the arguments presented here, the interaction of both orientations is negatively related to new product program performance. This study finds that both orientations are needed; however, new product program performance is enhanced when one is at higher level and the other is at lower level. Finally, responsive MO is only positively related to new product program performance under specific conditions such as when strategic consensus among managers is high. On the other hand, the positive effect of proactive MO on new product program performance is further strengthened when learning orientation and marketing power are high. Overall, this study suggests that the effects of responsive and proactive MO on new product program performance are more complex than previously theoretically argued and empirically examined.     

Portfolio Choice in the Presence of Housing

I show that investment in housing plays a crucial role in explainingthe patterns of cross-sectional variation in the compositionof wealth and the level of stockholdings observed in portfoliocomposition data. Due to investment in housing, younger andpoorer investors have limited financial wealth to invest instocks, which reduces the benefits of equity market participation.House price risk crowds out stockholdings, and this crowdingout effect is larger for low financial net-worth. In the modelas in the data leverage is positively correlated with stockholdings.     

A Varying Parameters Approach to Constructing House Price Indexes

Conventional housing price index models assume interperiodparameter stability and typically employ either repeat sales or hedonic methodologies. This paper introduces a method of index construction that combines multiple sales observations with single sale transactions while permitting characteristics prices from hedonic regressions to vary over time. A test for interperiod parameter stability is provided. Each period's data are arranged by location and repeat sales are matched by rows. This construction allows greater use of sample information and acknowledges the unique contribution of repeat sales to the estimation process. It also produces intertemporal error correlations that can be beneficially exploited by the seemingly unrelated regressions (SUH) technique. The paper also demonstrates a significance test for error correlation and discusses the treatment of unequal numbers of observations among index periods.     

Maximizing purchase decision factors other than price

Assessing and acquiring technology does not have to be chaotic, driven solely by price, clinical preference, and emotion. With the tools available, it can be distilled to a process of organized common sense, which results in maximum flexibility for the user and allows materiel managers to procure the best, most cost-effective equipment for the hospital.     

Zur Entscheidung y>y0 aufgrund der Messung einer korrelierten Variablen

Zusammenfassung Es wird eine optimale Strategie im Sinne des minimalen erwarteten Verlustes für die beiden Entscheidungeny>y _o undyy _o aufgrund der Messungen einer mitY positiv korrelierten, einfacher und/oder billiger zugänglichen ZufallsvariablenX abgeleitet. Dabei wird angenommen, daßX undY nach einer bivariaten Normalverteilung mit bekannten Parametern verteilt sind und die Entscheidungyy _o getroffen wird, wennx größer ist als ein zu bestimmendesx _o, und die Entscheidungy>y _o, wennx gleich oder kleiner als diesesx _o ist. Für die Bestimmung des optimalenx _o werden zunächst die Kosten für die beiden Fehlentscheidungen jeweils als konstant vorausgesetzt, in einem weiteren Ansatz wird jedoch für die Mißklassifikationyy _o eine mity exponentiell wachsende Risikofunktion angenommen. Um die relative Häufigkeit der zu erwartenden Fehlklassifikationen abschätzen zu können, wird schließlich die bedingte WahrscheinlichkeitP(x>x _o,y) errechnet.

---

Summary An optimal strategy, with minimum expected risk, for the decisionsy>y _o oryy _o is constructed on the basis of the measurement of a variableX, which is positively correlated withY and can be measured more easily and/or with smaller expense. A bivariate normal distribution with known parameters is assumed forX andY. For the observationsx a limitx _o is aimed at, so that the decisionsy>y _o oryy _o are taken ifx>x orxx _o respectively. Optimal values ofx _o are first calculated under the assumption of constant losses for the two misclassifications (x>x _o ifyy _o andxx _o ify>y _o). In a further approach the loss for a wrong decisionyy _o is assumed to increase exponentially withy. Finally the conditional probabilityP (x>x _o\y) is calculated to get an assessment of the relative frequencies of wrong decisions to be expected.

     

Book Reviews

Richard Robison, Indonesia: The Rise of Capital, Allen and Unwin, Sydney, 1986 pp. xxv + 425. Indexed. $19.95.

W.L. Korthals Altes, Changing Economy in Indonesia: Volume 7: Balance of Payments, 1822–1939, Amsterdam: The Royal Tropical Institute. pp. 167.

Trade Statistics, Java, 1823–73: Trade Statistics, Indonesia 1874–1937. Mededeelingen van het Centraal Kantoor voor de Statistiek nos 160 and 161

Om Prakash, The Dutch East India Company and the Economy of Bengal, 1630–1720, Princeton: Princeton University Press, 1985 pp. xii + 291, map, tables. graphs, glossary, index. Cloth $38.50.

Sediono M.P. Tjondronegoro, Social Organization and Planned Development in Rural Java, Singapore, Oxford University Press for the Institute of Southeast Asian Studies, 1984, pp. xv + 326.

A. Fujimoto and F. Matsuda (eds), An Economic Study of Rice Farming in West Java, Tokyo: NODAI Research Institute, Tokyo, University of Agriculture, 1986.

A. Fujimoto and T. Matsuda (eds), A Comparative Study of the Structure of Rice Productivity and Rural Society in Southeast Asta Two Village Studies in Indonesta and Thailand, Tokyo: University of Agriculture, 1985. Reviewed by C.L J. van der Meer (1986) Bulletin of Indanesian Economic Studies, 22(2) pp. 124–27

David Jenkins, Suharto and His Generals: Indonesian Military Politics, 1975–1983, Ithaca: Cornell Modern Indonesia Project, Monograph Series No. 64, 1984, pp. xiii + 280. US$12.50. David Bourchier, Dynamics of Dissent in Indonesia Sawito and the Phantom Coup, Ithaca: Cornell Modern Indonesia Project, Interim Reports Series, 1984, pp. 128. US$9.00.

Linda G. Martin (ed), The ASEAN Success Story: Social, Economic, and Political Dimensions, East-West Center, distributed by the University of Hawaii Press, Honolulu, 1987, pp. xviii + 253. $15.00.

Mubyarto and Edy Suandy Hamid (eds), Kredit Pedesaan di Indonesia, Badan Penerbit Fakultas Ekonomi, U.G.M., 1986 pp, 160.

Ron Hatley, et al., Other Javas Away from the Kraton, Melbourne: Monash University, 1984, pp. 60.

K.S. Nathan and M. Pathmanathan (eds), Trilateralism in Asia: Problems and Prospects in US-Japan-ASEAN Relations, Antara Book Company, Kuala Lumpur, 1986, pp. xviii + 205. $18.00 (cloth): $12.00 (paper).     

Cognitive style related to the design process

This paper describes the development of a new version of Witkin's Group Embedded Figures Test (GEFT) and two further tests of a similar type using words and letters. The new form of the Group Embedded Figures Test Consists of a number of original two dimensional figures (complex and simple). Variations of the basic two dimensional figures were obtained by establishing a geometrical progression (from following a set of simple rules) to produce increasing degrees of complexity of the complex figures. This in turn generated more simple figures within them which were used in the test items.By using words and lettersas a means of generating embedded complex/simple shapes, not only are very different types of (overall) shape possible, but also the notion of field dependence/independence can (possibly) be applied to non-spatial (in the usual sense) modes of operating within the curriculum, i.e. the humanities as opposed to design and technology subject areas.     

Socio‐economic factors determining the success achieved among cotton‐adopting households in two magisterial districts of KwaZulu

The aim of the paper is to investigate certain aspects of the post‐adoption behaviour of dryland cotton farmers in the Ubombo and Hlabisa magisterial districts of KwaZulu. Particular attention is paid to the socio‐economic determinants of the success (returns per hectare) of the household cotton enterprise.

Multi‐stage sampling methods were used to draw a random sample of fifty cotton‐farming households from each of the two study districts. The data were collected by interview survey and analysed using principal components and regression techniques.

Results suggest that the success of the household enterprise in both areas is largely determined by the socio‐economic environment under which the producer operates. The most important success‐determining factors are those relating to the human capital endowments and economic status of the household.