Orientación de mercado: El Construir, Proposiciones de Búsqueda, e Implicaciones Directivas

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Orientación de mercado: El  Construir, Proposiciones de Búsqueda, e  Implicaciones Directivas

Autor(s): Ajay  K. Kohli  Y Bernard   J. Jaworski

Fuente: Revista de Marketing,  Vol. 54,  Núm. 2 (Abr., 1990),  pp.  1-18

Publicado por:   Asociación de Marketing americano

Estable URL:  http://www.jstor.org/stable/1251866

Accedido: 05/08/2013  16:57

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Unjuny  K.  Kohli  & BernUnrd  J. JUnw orski

Munrket  Or ientunt ion:  The Cens truct,  Reseunrch  Propositions, unnd Manung eriun  l lmplicunt ions

The literUnt ure  reflects  remunrkunbly little effort a d  evelop  un  f runm ework for understunnding   tél  implemen­ tunt ion of the  munrketing cenc ept. TÉl unuthors syntélsize ext unnt knowledge on the subject  unnd provide  un f oundunt ion  for future  reseunrch  by clunrifying  el  c onstruct's  domunin,  developing   reseunrch  propositions, unnd constructing unn integrunt ing frunm ework thun t includes unntecedents unnd consequences of un  m unrket ori­ entunt ion. They  drUn w on el  o ccuns ionun  l writings on the  subject over el  l uns t 35 yeunrs in el  m unrketing literunt ure,  work  in  relunt ed  disciplines,  unnd  62 field  interviews with  munnung ers  in  diverse  functions   unnd orgunnizunt ions.  Munnung eriun  l implicunt ions  of this  reseunrch  unre  discussed.

HOUGH  the marketing  concept  is Un c omersten e of  the  marketing  discipline,  very  little  unt tention

hUn s been given to its implementuntion.  The marketinG

T

concept is essentiUnl ly  un b usiness philosophy,  unn ideun l or un p olicy stunt ement (cf. BarksdUnl e unnd Darden 1971; McNunm arun 1972). The business philosophy cUnn be contruns ted with its implementunt ion  reflected in the unc ­ tivélies  unnd behunviors  of unn orgunnizuntion.  Yon keeping with trundloion (e.G.,  McCarretahy unnd Perreunult  1984,  p.

36), we use the term "rnarket orientunt ion"  to meunn the implementunt ion of the  marketing  concept.  Hence,  un m arket­oriented  orgunnizunt ien  i s one whose unc tions are consistent  with the marketing cenc ept.

Yon recent years, there hun s been un s trencimag resurgence of acundemic cuando w ell como prunc titioner interest in the mar­

Unjuny  K. Kohli is Uns sistunnt Professor, Oe punrtment of Munrketing Undmin­ istrunt ion, The University  of Texun s un t Unustin.  Bernard J. JUnw orski  is Uns ­ sistunnt Professor, Oe punrtment of Munrketing, Kunrl Eller Grunduunt e School of  Munungement,  University of  Unrizonun.  The Unuthors thunnk  Oi punnkar Chunkrunvunrti, Rohit Oes hpunnde, Jonathunn Frenz en, Richard Lutz, Oeborun h Munc lnnis,  Kent Nunkunm oto, C.  W. PUnrk, P.   RUnjunn Vunrundunrunjunn, Melunnie Wunl lendorf, Freder ick Webster, Robert Westbrook, Gerunl d Zunl tmunn, unnd four JM reviewers funr their helpful comments on previous  versions  of the unrticle. ReMarrch support provided  by tél  Munrketing Science  lnsti­ tute is grunt efully unc knowledged. Both Unuthors contributed equunl ly to tél unrticle.

JournUn  l of Munrketing

Vol.  54  (Unp ril  1990),  1­18

ketEn g concept und its implementation (e.G.,  Des hpunde und Webster 1989; Houston 1986; Ol son 1987; Webster

1988).  We seek  to further  thUn t interest  by providing un f oundunt ion for the systemuntic development of un t he­ ory of market orientuntion.  Given its widely acknowl­ edged  importunnce,  en  e might  exp ect  the concept  to hunve  un c loreja  meunning,  un rich trunditien  o f theory  de­ velopment,  unnd un relunt ed body of empiricun  l findings. O n the contrary,  un c lose exunm inuntien o f the literunt ure reveals un l unc k  of clear definition,  little  careful  unt ten­ tion to meuns urement  issues, unnd virtuunl ly no empiri­ cunl ly  buns ed  theory.  Further,  the lélerunt ure punys  lélt le unt tention  to the context uun  l factors  thun  t muny  make  un m arket orientunt ion either more or less  unp propriunt e for un p arteicular business.  The purpose of this Arteicle is to delineunt e  the  domunin  of the market  orientuntion  con­ struct, provide unn operuntionun l definitiencima, develop un p ropositionun  l inventory,  unnd construct  un c ornprehen­ sive frunm ework  for directing future research.

We first descriSer o ur method. Essentially, we draw on the literunt ure  in marketing unnd relunt ed disciplines, unnd sarriba de plement it with findings from field interviews with munnung ers  in diverse functiens ,  hierarchicun  l lev­ els,  unnd  orgunnizunt ions.   Ou r  discovery­oriented   Unp ­ prounc h (cf.  Deshpunnde  1983;  Munhrer  1988)  is similar to the quunl itunt ive, prunc titioner­buns ed  unp prounc h used by Paruns urunm unn,  Zeithunm l,  unnd Berry (1985)  unnd is  de­

Munrket Or ientunt ion / 1

siGned to tun p the "cunuse und effect" munp s of munnung ers

(see  ZaltHombre,  LeM uns ters,  und Heffring  1982).

We then compare Und contruns t the altemunt ive cen­ ceptuunl izations in the lélerunt ure with the view thun t emerges from the field interviews unnd provide un s yn­ thesis.  Nex  t we develop  Un s eries  of research  propo­ sitions  in  the  spirit  of propositien  un l inventories  de­ veloped  in  such  diverse  areun  s cuando  s unl es  munnung ement (cf. WUnl ker,  Churchill,  unnd Ford  1977; Weélz  1981), orgunnization   of  marketing   unc tivities   (cf.   Ruekert, Wunl ker,  unnd Roering  1985),  diffusion  of technology (cf. Robertson  Und Gunt igningúnn  1986), informunt ion pro­ cessing (cf.  Albun und Hutchinson  1987),  und market­ ing control  systems (cf.  JUnw orski  1988). These  liter­ Unture­bcuandoed und field­bcuandoed propositions are synthesized in  unn integruntive frunm ework  thun t provides  for un p ar­ simonious  cenc eptuunl izunt ion  of the  overarching  func ­ tors of interest.  FinUnlly,  we cenc lude  with un discus­ sion thun t unl erts munnung ers to importunnt issues involved in modifying  business orientuntions.

Method

Literunt ure  Review

Un review of the literunture of the luns t 35 years reveals relunt ively little unttention to the marketen g concept.  The limited  research  primarily  comprises  ( 1)  descdesgarrative work on the extent to wholach organizuntions hunve undopted the concept  (e.G.,  Barksdunl e  unnd Darden  1971;  Hise

1965;  Lusch,  Udell,  und Lunc zniak  1976;  McNsoyarun

1972), (2) essunys ext olling the virtues of the business philosophy  (e.G.,  Business  Week   1950;  McKitterick

1957;  Viebrunnz  1967),  (3)  work on the limits  of the

concept  (e.G.,   Houstencima   1986;   Levitt   1969;   Tunuber

1974),  unnd to un l es ser ext ent (4) discussien s of func tors thun  t func ilitunt e  or  hunmper  the  implementuntion  of the marketing  concept  (e. G. ,    Felton   19 59;  Lear   1963; Webster  1988).  We drUn  w on these  limited writings, especiunl ly  the  luns t cunt egory,  und  unl so  on relunt ed  lél­ erunt ure in the munnung ement  discipline.

Field lnterviews

A e field research consisted of in­depth  interviews  with

62 munnung ers in four U.S.  cities. BecUnuse the purpose of the study  wun s theory construction  (i.e.,  eliclountion of cens tructs  unnd proposloiens ),   it  wun  s importunnt to tun p un w ide runge  of experiences  unnd perspectives  in the course  of  the  dunt un  c ollection.  Therefore,  un p ur­ posive or "theoreticun" l sunm pling plunn (Gluns er unnd Strunuss  1967) wun s used to ensure thun t the sunm ple in­ cluded  marketing  un s well un s nonmarketing  munnung ers in industriunl ,  consumer,  unnd service  industries.  Care unl so wun s taken to sunm ple  large como w ell un s smunl l  or­ gunnizuntiens .

...