How market orientation affects female service employees in Thailand

Strategic Orientation and External Environment on Organizational Commitment

“…This ability develops the knowledge resources that are difficult to imitate by competitors to bring valuable asset in mobile markets where imitation is widely employed. Moreover, Powpaka (2006) discussed that the two orientations (customer and competitor) are design to include all activities that are perform in order to gather information about customers and competitors in the market and to spread this information through various management functions. Foreman et al (2014) investigated how to measure strategic orientation on customer and competitor orientation with removing interfunctional coordination, because this construct reflects coordination between all the levels of an organization.…”

“…Moreover, Altinay (2010) refers to sharing information among departments in the organization and implementing new strategies to develop the activity and put new plans into action to overcome competitors. Powpaka (2006) reported the interfunctional coordination depends on customer and competitor orientation information and it involves the entire organization to coordinate the efforts for creating best value for customer. According to the authors, the there is no relation between competitor orientation and organizational commitment.…”

“…Hanaysha (2016b) indicated that individuals' attitude has positive effect on organizational commitment; organizational commitment is the level of enthusiasm of the individuals on continuing working for the organization. Powpaka (2006) discussed that the strategic orientation minimizes the employees' stress like confusion and conflicting by maximizing job satisfaction and organizational commitment. Felgueira and Rodrigues (2015) demonstrated that if individuals feel that they bring positive contribution to the company, their attitude is transfer to commitment to the organization and brings satisfaction, in the end enabling the organization to respond to customer requirements.…”

The Effects of Market Orientation on Employees: A Study of Retail Organizations in Botswana

“…Narver & Slater, 1990). At the individual level, MO has also been found to be positively related to organizational commitment, esprit de corps, and job satisfaction Ruekert 1992;Siguaw et al, 1994;Selnes et al, 1996;Caruana & Calleya, 1998;Powpaka, 2006;Kohli & Jaworski, 1990;Narver & Slater,1990;Shoham et al, 2005). However, the majority of the studies in this area have largely focused on the effects of MO on organizational performance (e.g.…”

“…Kohli & Jaworski, 1990;Narver & Slater, 1990;Diamantopoulos & Hart, 1993;Pitt et al, 1996). Relatively few studies have investigated the effects of MO on employees (Jaworski & Kohli, 1990;Ruekert 1992;Siguaw et al, 1994;Selnes et al, 1996;Caruana & Calleya, 1998;Powpaka, 2006;Caruana et al, 1997). This is despite the fact that previous scholars in this area have called for more research into MO and its consequences (Kohli & Jaworski, 1990;Cadogan & Diamantopoulos, 1995;Narver & Slater, 1990).…”