Although a large body of research theoretically asserts a positive relationship between market orientation and organizational performance, fewer empirical studies demonstrate it using multiple and varied organizational performance measures. Additionally, a series of recent studies have theoretically proposed, but not empirically demonstrated, that a firm’s learning orientation is likely to indirectly affect organizational performance by improving the quality of its market-oriented behaviors and directly influence organizational performance by facilitating the type of generative learning that leads to innovations in products, procedures, and systems. This empirical study supports all of these specific contentions and the more global notion that higher order learning processes may be critical in creating a sustainable competitive advantage in the firm.

The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance.

No business is an island: The network concept of business strategy

This paper reports the results of a study designed to investigate entrepreneurship and 'fit' in small and medium sized high technology manufacturing firms. A normative model of fit has been developed, which including the variables of entrepreneurial style, organizational structure, and mission strategy, determines a measure of the firm's fit with its environment. The normative model of fit proposed here is based on variables and relationships found to be important in previous empirical studies. Data on environmental turbulence, entrepreneurial style, organization structure, mission strategy, and financial performance were collected from 82 manufacturing firms. A measure of fit was calculated for each firm. Findings indicate that performance among firms was positively related to the measurement of fit. In short, fit is an important construct for firm success. Implications include prescriptive guidance to assist practitioners in diagnosing and correcting 'misfit' for individual firms.

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Entrepreneurship and the concept of fit: A model and empirical tests

Market orientation (MO) and entrepreneurial orientation (EO) are correlated, but distinct constructs. MO reflects the degree to which firms' strategic market planning is driven by customer and comp...

The Complementary Effects of Market Orientation and Entrepreneurial Orientation on Profitability in Small Businesses

A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a pau...

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

Strategic Market Planning

Quadrant analysis is a widely used research technique that a college or university might employ as part of its strategic planning process. The technique uses consumer preference data and produces information suitable for a wide variety of curriculum and marketing decisions. The basic quadrant analysis design is described and more advanced variations are discussed. Special attention is paid to the resource allocation and promotional strategies suggested by quadrant analysis results.

James Lynch Jd

Papers

Strategic Market Planning

Quadrant Analysis as a Strategic Planning Technique in Curriculum Development and Program Marketing