A qualitative and longitudinal analysis of market orientation

IF 7.4 2区管理学 Q1 MANAGEMENT

Service Industries Journal Pub Date : 2013-05-01 DOI:10.1080/02642069.2013.740465

Lourdes Cauzo Bottala, M. A. Revilla Camacho

引用次数: 6

Abstract

This work analyzes the dynamic effect of market orientation (MO) on organizational performance, both in the long term and in the short term. The performance was measured by the sales growth and profitability. The methodology used is innovative as it quantifies the MO with a qualitative technique: content analysis. Data from the Spanish banking sector between 2005 and 2007 are the basis of a longitudinal study. The results indicate that the banks that develop an MO approach maintain this approach over time. On the other hand, MO does not seem to have a direct effect on profitability, but does affect the long-term sales growth.

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市场导向的定性和纵向分析

本文从长期和短期两方面分析了市场导向对组织绩效的动态影响。业绩是通过销售增长和盈利能力来衡量的。使用的方法是创新的，因为它用定性技术:内容分析来量化MO。西班牙银行业2005年至2007年的数据是一项纵向研究的基础。结果表明，开发MO方法的银行在一段时间内保持这种方法。另一方面，MO似乎对盈利能力没有直接影响，但确实会影响长期的销售增长。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Service Industries Journal MANAGEMENT-

CiteScore

19.00

自引率

18.10%

发文量

期刊介绍： The mission of The Service Industries Journal is to enhance our understanding of the services sector, service firms, and the efficient management of these entities. Pioneering the field since 1981, we stand as the world's inaugural academic, peer-reviewed journal dedicated to the services sector and service management. Over the years, we have earned a prestigious international reputation for delivering high-quality content and insights. We enthusiastically invite submissions from researchers worldwide whose studies are grounded in social sciences such as sociology, psychology, economics, law, and politics.