Beyond market orientation
- 1 April 2003
- journal article
- Published by Emerald in European Journal of Marketing
- Vol. 37 (3/4), 572-593
- https://doi.org/10.1108/03090560310459096
Abstract
Knowledge is seen as a critical resource, with both tangible and intangible attributes. Effective knowledge management is emerging as an important concept that enables all the resources of firms, including knowledge, to be used effectively. A knowledge-management orientation is positioned in this paper as a distinctive capability that supports the creation of sustainable competitive advantages such as innovation. Using an instrument to measure a knowledge-management orientation, which is grounded in Kohli, Jaworski and Kumar's work on a market orientation, this paper identifies four clusters of firms based on knowledge-management practices that exist within the New Zealand business environment. The clusters are then described according to their innovation and financial performance profiles. The study finds that firms with a knowledge-management orientation outperformed those classified as market-oriented. The study also shows a market orientation to be a subset of a knowledge-management orientation.This publication has 64 references indexed in Scilit:
- Marketing orientation and its determinants: an empirical analysisEuropean Journal of Marketing, 1999
- Environment and strategy as antecedents for marketing effectiveness and organizational performanceJournal of Strategic Marketing, 1999
- Knowledge Management and Innovation at 3MJournal of Knowledge Management, 1998
- An Exploratory Investigation of Organizational Antecedents to New Product SuccessJournal of Marketing Research, 1997
- The team climate inventory: Development of the tci and its applications in teambuilding for innovativenessEuropean Journal of Work and Organizational Psychology, 1996
- The Capabilities of Market-Driven OrganizationsJournal of Marketing, 1994
- Pioneering versus incremental innovation: Review and research propositionsJournal of Product Innovation Management, 1994
- Pioneering Versus Incremental Innovation: Review and Research PropositionsJournal of Product Innovation Management, 1994
- Why do firms differ, and how does it matter?Strategic Management Journal, 1991
- Success factors in product innovationIndustrial Marketing Management, 1987