NDLI: Is market orientation contagious? The transfer of market orientation throughout organizational levels

Please wait, while we are loading the content...

Is market orientation contagious? The transfer of market orientation throughout organizational levels—a multilevel analysis

Content Provider	Springer Nature Link
Author	Kraus, Florian Lingenfelder, Michael Wieseke, Jan
Copyright Year	2010
Abstract	„Marktorientierung“ zählt zu den bedeutensten Konstrukten in der Marketingforschung in der letzten Dekade. Trotz der Masse an Forschungsarbeiten blieb die Frage, wie Marktorientierung in Unternehmen über die Hierarchieebenen hinweg implementiert werden kann, bislang unbeantwortet. Dieses kann u. a. auf den Erhebungsaufwand für notwendige Mehrebenenuntersuchungen zurück geführt werden. So wurden in fast allen bisherigen Studien ausschließlich Daten einer Hierarchieebene erhoben (i.d.R. auf Managementebene). Vor dem Hintergrund dieser Forschungslücke betrachtet dieser Beitrag die Fragestellung, inwieweit sich Marktorientierung über Hierarchieebenen – d. h. von Führungsebenen auf Kundenkontaktmitarbeiter – überträgt und welche Rahmenbedingungen diesen Transfer beeinflussen. Zur Überprüfung wird eine empirische Mehrebenenanalyse auf Basis eines großen Drei-Ebenen-Datensatzes durchgeführt. Zudem erfolgt eine Validierung anhand von objektiven Daten zum wirtschaftlichen Unternehmenserfolg. Im Ergebnis zeigt sich, dass die Übertragung der Marktorientierung von Top-Managern über Verkaufsmanager zu Kundenkontaktmitarbeitern keinesfalls einen Automatismus darstellt. Vielmehr gelingt diese vor allem dann, wenn die Marktorientierung der Führungskraft mit einem stark charismatischen Führungsstil einhergeht. Die Kombination eines hoch ausgeprägten charismatischen Führungsstils mit schwacher Marktorientierung erweist sich dagegen als kritisch. It is generally accepted that market orientation as a well-established marketing phenomenon influences the performance of companies. However, work investigating how market oriented behaviours of customer-contact employees can be influenced is conspicuous by its absence. This article is the first empirical multilevel study in this area, which simultaneously examines intralevel-effects (effects within the level of customer-contact employees, e.g. length of work experience, job satisfaction) as well as crosslevel-effects (effects which come from superordinate managers). Based on a large-scale three-level study, the results show that the transfer of top-managers’ market orientation via sales managers down to customer-contact employees is definitely not an automatism. In fact this market orientation cascade particularly succeeds, if the market orientation of superordinate managers comes along with intense charismatic leadership. All in all, the entire impact of crosslevel-variables on the market orientation of customer-contact employees is at least as comprehensive as the influence of intralevel variables.
Starting Page	383
Ending Page	416
Page Count	34
File Format	PDF
ISSN	00442372
Journal	Zeitschrift für Betriebswirtschaft
Volume Number	80
Issue Number	4
e-ISSN	18618928
Language	English
Publisher	SP Gabler Verlag
Publisher Date	2010-03-09
Publisher Place	Wiesbaden
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Market orientation Charismatic leadership Multilevel analysis Crosslevel-effects Production/Logistics Personnel Management Accounting/Auditing Organization/Planning Management/Business for Professionals Business/Management Science
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

Does accrual accounting improve the efficiency of transfer pricing in hold — Ups?

Relative Performance Evaluation and Product Market Competition

Hierarchical planning for industrial logistics service providers

Andreas Hoffjan: Internationales Controlling

Ruth Stock-Homburg: Personalmanagement

Customer orientation of employees: Review and research suggestions

Bernd W. Wirtz: „Business Model Management“

Alfred Kuß: „Marketing-Theorie: Eine Einführung“

The impact of national culture on antecedents and effects of market orientation in German and Thai new ventures

Is market orientation contagious? The transfer of market orientation throughout organizational levels—a multilevel analysis

Similar Documents

Does accrual accounting improve the efficiency of transfer pricing in hold — Ups?

Relative Performance Evaluation and Product Market Competition

Hierarchical planning for industrial logistics service providers

Andreas Hoffjan: Internationales Controlling

Ruth Stock-Homburg: Personalmanagement

Customer orientation of employees: Review and research suggestions

Bernd W. Wirtz: „Business Model Management“

Alfred Kuß: „Marketing-Theorie: Eine Einführung“

The impact of national culture on antecedents and effects of market orientation in German and Thai new ventures

Is market orientation contagious? The transfer of market orientation throughout organizational levels—a multilevel analysis