Internal Marketing Establishes the Culture of Market Orientation

Tsai, Yin-Te; Wu, Shih-Wang; Chang, Shu-Ching

doi:10.1007/978-3-642-27966-9_65

Cited by 4 publications

(3 citation statements)

References 28 publications

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“…Likewise, the public sector business professionals realised that their business performance can be improved by importing management principles and techniques from the private sector (Gromark and Melin, 2013; Hood, 1995; Pollitt, 2007; Thatta and Polisetty, 2020). Moreover, the company in the case study is a service product organization, where the company delivers values to its customers through its employees' quality services (Polisetty and Kuruan, 2021; Tsai et al , 2012). Hence, by doing so, this study wishes to bridge the knowledge gap on how a pharmaceutical company can build up its business performance by effectively using the concept of MO.…”

Section: Introductionmentioning

confidence: 99%

Improving firm performance using market orientation and capabilities: a case study approach

Narula

Rana

Srivastava

et al. 2021

SAJBS

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PurposeThis study explores the relationship between market orientation (MO), marketing capabilities, competitive advantage and firm performance with a focus on productivity and growth. This study answers on how MO and capabilities can enhance the performance of a firm. The following research points have been looked into: (1) business development in uncertain times, (2) strategies that complement both business development and competitive advantage at the same time and (3) how proactive MO helps the business organization to improve performance and attain category leadership in the desired therapeutic segment.Design/methodology/approachThis article is based on an intensive case study that provides a thorough description, interpretation and understanding of the case. To accomplish the given goals, a public sector firm was carefully chosen and data were gathered through interviews with managers from different levels of the case company.FindingsResults of this study explain that the MO concept is highly effective in building the marketing capabilities and sustaining the performance. The study offers business development strategies for the businesses where product differentiation is low and price ceiling is practiced on a certain category of products. MO when combined with marketing capabilities gives the organization a competitive advantage which ultimately enhances the firm performance.Originality/valueThe manuscript is based on a case study representing niche and mid-sized Indian pharmaceutical company, “Indian Immunologicals Limited” (IIL, a public sector firm), that adopted MO along with competitive business strategies in highly competitive, regulated and price control therapeutic category, anti-rabies vaccine. The company with a judicious mix of business strategies, operational excellence and MO not only enhanced productivity but also market share and created new business units for future.

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Section: Introductionmentioning

confidence: 99%

Improving firm performance using market orientation and capabilities: a case study approach

Narula

Rana

Srivastava

et al. 2021

SAJBS

View full text Add to dashboard Cite

show abstract

“…Subsequently, Tsai, Wu, and Chang (2012) analyzed the antecedent factors that affected Market Orientation (MO), and linked the concepts of MO with IM in order to provide practitioners with effective ways of establishing MO culture in an organization. The study examined the associations between MO and the three sub-constructs of IM, and confirmed that IM significantly influences MO.…”

Section: Similarities Regarding Imo and External Marketingmentioning

confidence: 99%

Towards a holistic internal market orientation measurement scale

Gyepi-Garbrah¹,

Asamoah

2014

Journal of Strategic Marketing

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This paper seeks to propose a conceptual framework for the development of a holistic measurement scale to determine the extent of internal market orientation (IMO) of a firm. To this end, the study reviewed the antecedent of the internal marketing (IM) constructs, and identified some disagreement and controversies surrounding the internal marketing philosophy. Some of the disagreement and arguments identified concerned internal marketing as an approach to human resource management (HRM); similarities regarding IMO and external marketing; and mutual misunderstanding on marketing and public administration. The paper also reviewed research works that confirmed the importance of employees to a firm's performance. Finally, the paper proposed a new direction of research that integrates institutional factors in the development of IMO measurement. The new direction of research is expected to facilitate response to calls for periodic review of an IMO measurement instrument that is consistent with changes in the marketing environment.

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“…Due to fast pace of economic globalization and increased market competition, bring challenges to the manufacturers to decide on the appropriate marketing strategies. Based on the strategies, manufacturers products will sell to the right customers at the right time 25‐28 . Growing trends in precision marketing considers as a key means of generating profit for manufacturers, which demands to deliver products with accurate data or information to customers 29 (Wolfgang et al, 2018) 30 .…”

Section: Literature Reviewmentioning

confidence: 99%

Perspectives of business process ethics in data‐driven marketing management

Shamsuzzoha

Raappana²

2021

Security and Privacy

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In today's digitalized world, people leave trails of data about themselves when operating online. While marketers are eagerly utilizing this data for marketing insights, many consumers have a growing fear of their personal data ending up in the wrong hands and losing their privacy. The aim of this study was to understand the role of ethics in current marketing based on consumer data and to examine how data could be used ethically in marketing. The empirical research was conducted by analyzing secondary data from a 2018 survey about the use of digital services in Europe. The main conclusions that can be drawn from study findings are that the need for ethics is even more apparent in marketing than ever before, because of the broad access to personal data. Giving the consumers the ability to opt‐out from data use and data selling without it affecting the use of services can create an enormous competitive advantage for organizations in the future.

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Internal Marketing Establishes the Culture of Market Orientation

Cited by 4 publications

References 28 publications

Improving firm performance using market orientation and capabilities: a case study approach

Improving firm performance using market orientation and capabilities: a case study approach

Towards a holistic internal market orientation measurement scale

Perspectives of business process ethics in data‐driven marketing management

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