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Marketing planning : operationalising the market orientation strategy

journal contribution
posted on 2010-09-01, 00:00 authored by Mehdi Taghian
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.

History

Journal

Journal of marketing management

Volume

26

Issue

9 & 10

Pagination

825 - 841

Publisher

Routledge

Location

London, England

ISSN

0267-257X

eISSN

1472-1376

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2010, Taylor & Francis

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