Marketing planning : operationalising the market orientation strategy

Taghian, Mehdi 2010, Marketing planning : operationalising the market orientation strategy, Journal of marketing management, vol. 26, no. 9 & 10, pp. 825-841.

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Title Marketing planning : operationalising the market orientation strategy
Author(s) Taghian, Mehdi
Journal name Journal of marketing management
Volume number 26
Issue number 9 & 10
Start page 825
End page 841
Total pages 17
Publisher Routledge
Place of publication London, England
Publication date 2010-09-01
ISSN 0267-257X
1472-1376
Keyword(s) Australia
business performance
market orientation
marketing planning
resource-based view of the firm
Summary Despite strong empirical validation of the relationship between market orientation and business performance, the literature is inconclusive on the implementation of the strategy. This paper reviews the implementation of market orientation, and investigates the associations between market orientation and marketing planning and their associations with business performance. A survey of 216 Australian larger business organisations was conducted to find evidence of these relationships. The results highlight a close association between market orientation and marketing planning, with virtually the same level of association between them, and the business performance measures used. This evidence suggests that they arguably represent the same domain. The results suggest that marketing practitioners may use the marketing planning technique as an intangible productive resource to operationalise the market orientation strategy, and use it to design a specific style and magnitude of market orientation suitable for an organisation.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2010
Copyright notice ©2010, Westburn Publishers Ltd.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30031061

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