Market-Oriented Management: A Systems-Based Perspective |
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Authors: | Jan Becker Christian Homburg |
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Affiliation: | (1) Marketing Department, WHU Koblenz, Otto Beisheim Graduate School of Management, Burgplatz 2, D-56179 Vallendar, Germany;(2) Institute for Market-Oriented Management (IMM), University of Mannheim, Germany |
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Abstract: | Market orientation has received substantial academic and practitioner interest over the last decade. However, previous research has not addressed the issue how a company's management systems can be designed in a market-oriented way. Starting from a systems-based perspective of management, the authors develop and validate a scale measuring the extent of market orientation of a business organization's management systems including the organization system, the information system, the planning system, the controlling system, and the human resource management system. Empirical results reveal a substantial positive impact of market-oriented management on market performance which in turn leads to financial performance. |
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Keywords: | customer orientation market orientation performance systems-based approach |
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