spot_img
spot_img
spot_img
HomeInsightsMarket orientation versus innovative culture: two routes to superior brand performance

Market orientation versus innovative culture: two routes to superior brand performance

Purpose
The paper aims at providing insights into how market orientation and organisational culture together contribute to brand performance, shedding light on the nexus between innovative culture and market orientation, and examining the relative importance of innovative culture over market orientation in affecting brand performance.

Design/methodology/approach
In a cross‐sectional survey, a variance‐based structural equation modelling was used to test hypotheses on a convenience sample of 180 marketing executives in Australia.

Findings
Organisations with a strong innovative culture appear to recognise that building a successful brand depends not always on the interpretation of feedback received from current customers and competitors, but instead on organisations’ ability to innovatively develop unique ways of delivering superior value to customers. The findings were consistent with this advice to both market orientation and innovative culture. In addition, the findings indicate that market orientation is a response partially derived from the organisation’s innovative culture. Finally, it was also found that organisational culture was relatively more important than market orientation in affecting organisational performance.

Originality/value
The paper advances the understanding of performance‐based market orientation research by investigating structural relationships among market orientation, organisational culture, and organisational performance at the micro level (e.g. brand performance).

Citation
O’Cass, A. and Viet Ngo, L. (2007), “Market orientation versus innovative culture: two routes to superior brand performance”, European Journal of Marketing, Vol. 41 No. 7/8, pp. 868-887. https://doi.org/10.1108/03090560710752438

Download PDF: Market orientation versus innovative culture – two routes to superior brand performance

RELATED ARTICLES

Weather

Australia
broken clouds
19.3 ° C
19.3 °
19.3 °
31 %
6.5kmh
55 %
Fri
18 °
Sat
25 °
Sun
27 °
Mon
26 °
Tue
26 °

CALENDAR

LATEST NEWS

Rõ biết 259

Rõ biết 258

Rõ biết 257

Rõ biết 256

spot_img

About Me

Quick Links

Stay connected

16,985FansLike
2,458FollowersFollow
61,453SubscribersSubscribe