Micro-foundations of market orientation: Influencing non-marketing managers' customer information processing |
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Authors: | Silja Korhonen-Sande [Author Vitae] |
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Institution: | BI Norwegian School of Management, Department of Communication — Culture and Languages, NO-0442 Oslo, Norway |
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Abstract: | This study examines how organisational context influences search, integration, and use of customer information at the level of an individual manager. Drawing upon research on market orientation, market-information utilisation, organisational learning, and marketing organisation, a theoretical framework is set up and tested by using structural equation modelling and a dataset consisting of 228 manufacturing and R&D managers in large industrial firms. Results demonstrate that integration of customer information enhances use of information in decision making. Organisational context influences the use of customer information indirectly by affecting information search and integration. Resource inadequacy and physical distance from sales and marketing contact persons decrease information integration, whereas supervisor customer emphasis increases the search scope of information. Wide search scope of customer information increases information integration but has no direct impact on use. |
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Keywords: | Market orientation Customer orientation Customer information management Information use Information processing |
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