Hershey, Pennsylvania
New York, New YorkBeijing, China
The Consequences of Market Orientation on Performance, New Product Success, and Customer Satisfaction in Traditional Sectors: The Case of the Portuguese Wine Sector

The Consequences of Market Orientation on Performance, New Product Success, and Customer Satisfaction in Traditional Sectors: The Case of the Portuguese Wine Sector

Paulo Matos Graça Ramos (Universidade Lusíada Norte, Portugal)
Copyright: © 2021 |Pages: 16
DOI: 10.4018/978-1-7998-1843-4.ch005
OnDemand:
(Individual Chapters)
Available
$37.50
Current Special Offers
No Current Special Offers
TOTAL SAVINGS: $37.50

Abstract

The market orientation concept used has been used as a way to measure the implementation of marketing strategies and tactics. Although it is still widely accepted and used as a framework for various researches, it is still open for debate as there is not yet a consensus on its consequences on business performance and in other consequences such has new product development and customer satisfaction. This chapter discusses the application of market orientation in a traditional sector (the Portuguese wine sector) using a market orientation model that integrates both the cultural and the behavioural streams. The results of the research lead us to conclude that market orientation favours in a moderate ways new product success and customer satisfaction and that it is not directly related with business profitability.
Chapter Preview
Top

Market Orientation Concept And Dimensions

Levitt (1975) proposed that marketing myopia is the opposite of being market oriented, thus defining more what is not being “market oriented”. It was only with the promotion of the 1987 Marketing Science Institute (MSI) conference under the topic “Developing a Market Orientation” that the concept gained the shape it holds today. The main issues raised there were: how to measure it, its optimal level and the need to think of it as the basis for innovation. These were then developed at another MSI conference in 1990 (Deshpandé, 1999) were three main different groups of researchers (Kohli & Jaworski, 1990; Narver & Slater, 1990; and Deshpandé, Farley & Webster, 1993) emerged with slightly different proposals.

Complete Chapter List

Search this Book:
Reset