Skip to main content
SpringerLink
Log in

Organizational Structure as an Explanatory Factor of Market Orientation

  • Conference paper
Soft Computing in Management and Business Economics

Part of the book series: Studies in Fuzziness and Soft Computing ((STUDFUZZ,volume 286))

  • 1218 Accesses

Abstract

This work is centred on the study of the organizational precedents of market orientation. It sets out from the consideration of the market as an intangible resource of organizational learning and ponders the effect on it of formalization, centralization, complexity and integration. The conceptual model set out after revising the relevant bibliography is checked by an empirical study. This was carried out with firms of less than twenty workers from the industrial sector of Andalusia, southern Spain. The results confirm the effect of formalization, integration and centralization on the firms’ marketing orientation, but they do not allow it to be stated that there is a relationship between firms’ marketing orientation and complexity. The implication for management is the need to check the organizational structures in order for them not to slow down the introduction of market orientation.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 219.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Aiken, M., Hage, J.: Organizational interdependence and intra-organizational structure. American Sociological Review, 912–930 (1968)

    Google Scholar 

  • Alhakimi, W., Baharun, R.: An Integrative Model of Market Orientation Constructs In Consumer Goods Industry: An Empirical Evidence. International Management Review 6(2), pp. 40–54–106 (2010)

    Google Scholar 

  • Barroso, C., Martín, E.: Marketing relacional. Esic, Madrid (1999)

    Google Scholar 

  • Becker, J., Homburg, C.: Market-oriented management: A systems-based perspective. Journal of Market Focused Management 4, 17–41 (1999)

    Article  Google Scholar 

  • Blau, P.M., Schoenherr, R.A.: The structure of organizations. Basic Books, Inc., Publishers (1971)

    Google Scholar 

  • Chandler, A.: Strategy and Structure: ”Chapters in the History of the Industrial Enterprise”. The MIT Press, Cambridge (1962)

    Google Scholar 

  • Channon, D.F.: The Strategy and Structure of British Enterprise. McMillan, Londres (1973)

    Google Scholar 

  • Chien-Huang, L., Ching-Huai, P., Kao, D.: The innovativeness effect of market orientation and learning orientation on business performance. International Journal of Manpower 29(8), 752–772 (2008)

    Google Scholar 

  • Child, J.: Organization structure and strategies of control: a replication of the Aston study. Administrative Science Quarterly 19, 163–177 (1972)

    Article  Google Scholar 

  • Cossío, F.J.: La orientación al mercado y el rendimiento: el caso de la banca comercial española, tesis doctoral. Universidad de Sevilla (2000)

    Google Scholar 

  • Cravens, D.W., Greenley, G., Piercy, N.F., Slater, S.F.: Mapping the path to market leadership: effectively combining various dimensions of strategy into an integrated process of strategic analysis and action maps the path to market leadership. Marketing Management 7, 29–39 (1998)

    Google Scholar 

  • Deshpandé, R., Farley, J.U., Webster, F.E.: Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. Journal of Marketing 57, 23–27 (1993)

    Article  Google Scholar 

  • Deshpandé, R., Zaltman, G.: Factors affecting the use of market research information: a path analysis. Journal of Marketing Research XIX, 4–31 (1982)

    Google Scholar 

  • Dewar, R., Hage, J.: Size, technology, complexity and structural differentiation: toward a theoretical synthesis. Administrative Science Quarterly 23, 111–136 (1978)

    Article  Google Scholar 

  • Dwairi, M., Bhuian, S.N., Jurkus, A.: Revisiting the pioneering market orientation model in an emerging economy. European Journal of Marketing 41(7/8), 713–721 (2007)

    Article  Google Scholar 

  • Evers, F.T., Bohlen, J.M., Warren, R.D.: The relationships of selected size and structure indicators in economic organizations. Administrative Science Quarterly 21, 326–342 (1976)

    Article  Google Scholar 

  • Fernández, Z.: La organización interna como ventaja competitiva para la empresa. Papeles de Economía Española (56), 178–193 (1993)

    Google Scholar 

  • Fernández, Z.: Las bases internas de la competitividad de la empresa. Revista Europea de Dirección y Economía de la Empresa 4(2), 11–19 (1995)

    Google Scholar 

  • Gupta, A.K., Govindarajan, V.: Knowledge flows and the structure of control within multinational corporations. Academy of Management Review 16(4), 768–792 (1991)

    Google Scholar 

  • Hage, J., Aiken, M.: Social change in complex organizations. N. Y. Random House (1970)

    Google Scholar 

  • Hall, R.H., Haas, J.E., Johnson, N.J.: Organizational size, complexity, and formalization. American Sociological Review, 903–912 (1967)

    Google Scholar 

  • Harris, L.C.: The organizational barriers to developing market orientation. European Journal of Marketing 34(5/6), 598–624 (2000)

    Article  Google Scholar 

  • Hurley, R.F., Hult, G.T.M.: Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing 62, 42–54 (1998)

    Article  Google Scholar 

  • Jaworski, B.J., Kohli, A.K.: Market orientation: antecedents and consequences. Journal of Marketing 57, 53–70 (1993)

    Article  Google Scholar 

  • Kelley, S.W., Longfellow, T., Malehorn, J.: Organizational determinants of service employees’ exercise of routine, creative, and deviant discretion. Journal of Retailing 72(2), 135–157 (1996)

    Article  Google Scholar 

  • Kirca, A., Hult, G.: Intra-organizational factors and market orientation: effects of national culture. International Marketing Review 26(6), 633–650 (2009)

    Google Scholar 

  • Kohli, A.K., Jaworski, B.J.: Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing 54, 1–18 (1990)

    Article  Google Scholar 

  • Kohli, A.K., Jaworski, B.J., Kumar, A.: MARKOR: a measure of market orientation. Journal of Marketing Research XXX(4), 467–477 (1993)

    Article  Google Scholar 

  • Lawrence, P.R., Lorsch, J.W.: Differentiation and integration in complex organizations. Administrative Science Quarterly (12), 1–47 (1967)

    Article  Google Scholar 

  • Lawrence, P.R., Lorsch, J.W.: Developing organizations: diagnosis and action. Addison-Wesley Publishing Company, Reading (1969) (también en español “Desarrollo de organizaciones: diagnóstico y acción”, Fondo Educativo Interamericano, 1973)

    Google Scholar 

  • Lawrence, P.R., Lorsch, J.W.: Organization and environment. Harvard Business School Classics (1986)

    Google Scholar 

  • Mahmoud, M.A., Kastner, A., Yeboah, J.: Antecedents, environmental moderators and consequences of market orientation: A study of pharmaceutical firms in Ghana. Journal of Medical Marketing 10(3), 231–244 (2010)

    Article  Google Scholar 

  • Maltz, E., Kohli, A.K.: Reducing marketing’s conflict with other functions: the differential effects of integrating mechanisms. Journal of the Academy of Marketing Science 28(4), 479–493 (2000)

    Article  Google Scholar 

  • Martínez-León, I.M., Martínez-García, J.A.: The influence of organizational structure on organizational learning. International Journal of Manpower 32(5), 537–566 (2011)

    Article  Google Scholar 

  • McClure, R.: The influence of organizational culture and conflict on market orientation. he Journal of Business & Industrial Marketing 25(7), 514–524 (2010)

    Google Scholar 

  • McNamara, C.P.: The present status of the marketing concept. Journal of Marketing 36, 50–57 (1972)

    Article  Google Scholar 

  • Menon, A., Varadarajan, P.R.: A model of marketing knowledge use within firms. Journal of Marketing 56, 53–71 (1992)

    Article  Google Scholar 

  • Miller, D.: Relating Porter’s strategies to environment and structure: analysis and performance implications. Academy of Management Journal 31, 280–308 (1988)

    Article  Google Scholar 

  • Miller, D., Dröge, C., Toulouse, J.: Strategic process and content as mediators between organizational context and structure. Academy of Management Journal 31(3), 544–569 (1988)

    Article  Google Scholar 

  • Mintzberg, H.: La estructuración de las organizaciones. Ariel Economía (1998)

    Google Scholar 

  • Moorman, C.: Organizational market information process: cultural antecedents and new product outcomes. Journal of Marketing Research XXII, 318–335 (1995)

    Article  Google Scholar 

  • Narver, J.C., Slater, S.F.: The effect of a market orientation on business profitability. Journal of Marketing, 20–35 (October 1990)

    Google Scholar 

  • Narver, J.C., Slater, S.F., Maclachland, D.L.: Total market orientation, business performance, and innovation. Working Paper. Report Nº 00-116. Marketing Science Institute (2000)

    Google Scholar 

  • Narver, J.C., Slater, S.F., Tietje, B.: Creating a market orientation. Journal of Market Focused Management 2, 241–255 (1998)

    Article  Google Scholar 

  • Nattuvathuckal, B., Nandakumar, M.: Autonomy, market orientation and performance in Indian retail banking. Asia Pacific Journal of Marketing and Logistics 22(3), 330–350 (2010)

    Google Scholar 

  • Olson, E.M., Walker, O.C., Ruekert, R.W.: Organizing for effective new product development: the moderating role of product innovativeness. Journal of Marketing 59, 48–62 (1995)

    Article  Google Scholar 

  • Pandelica, A., Pandelica, I., Dumitru, I.: What is market orientation and how did it evolve during the time? What do the empiric findings show? The Business Review 13(1), 238–247 (2009)

    Google Scholar 

  • Pelham, A.M., Wilson, D.T.: A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance. Journal of the Academy of Marketing Science 24(1), 27–43 (1996)

    Article  Google Scholar 

  • Pleshko, L.P.: The relationships of market-orientation to performance: an investigation using organizational structure, organizational strategy, and the environment as moderators. The Florida State University (1993)

    Google Scholar 

  • Rivera, J., Molero, V.: La orientación al mercado: un estudio exploratorio sobre su implementación. In: XIV Congreso Nacional, X Congreso Hispano-Francés, AEDEM (2000)

    Google Scholar 

  • Ruekert, R.W., Walker, O.C., Roering, K.J.: The organization of marketing activities: a contingency theory of structure and performance. Journal of Marketing 49, 13–25 (1985)

    Article  Google Scholar 

  • Sathe, V.: Institutional versus questionnaire measures of organizational structure. Academy of Management Journal 21(2), 227–238 (1978)

    Article  Google Scholar 

  • Slater, S.F., Narver, J.C.: Market orientation and the learning organization. Journal of Marketing 59, 63–74 (1995)

    Article  Google Scholar 

  • Sun, L.-Y., Pan, W.: Market orientation, intrapreneurship behavior, and organizational performance: Test of a structural contingency model. Journal of Leadership & Organizational Studies 18(2), 274–285 (2011)

    Google Scholar 

  • Tuominen, M., Möller, K.: Market orientation: a state of the art review. In: Proceedings of the 25th European Marketing Academy Conference, Budapest, pp. 1161–1181 (1996)

    Google Scholar 

  • Van de Ven, A.H.: A framework for organization assessment. Academy of Management Review 1, 64–78 (1976)

    Google Scholar 

  • Varela, J.A., García, T., Calvo, A.: Centralización, orientación al mercado y beneficios de la empresa. Una investigación empírica. In: V International Conference, vol. (1), pp. 57–63 (1996)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Business Administration and Marketing, University of Seville, Av. Ramón y Cajal 1, 41018, Seville, Spain

    María Ángeles Revilla, Manuela Vega & Tomás Cabello

Authors
  1. María Ángeles Revilla
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Manuela Vega
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Tomás Cabello
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to María Ángeles Revilla .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Barcelona, Av. Diagonal 690, Barcelona, 08034, Spain

    Anna M. Gil-Lafuente

  2. Department of Business Administration, University of Barcelona, Av. Diagonal 690, Barcelona, 08034, Spain

    Jaime Gil-Lafuente

  3. Department of Business Administration, University of Barcelona, Av. Diagonal 690, Barcelona, 08034, Spain

    José M. Merigó-Lindahl

Rights and permissions

Reprints and permissions

Copyright information

© 2012 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Revilla, M.Á., Vega, M., Cabello, T. (2012). Organizational Structure as an Explanatory Factor of Market Orientation. In: Gil-Lafuente, A., Gil-Lafuente, J., Merigó-Lindahl, J. (eds) Soft Computing in Management and Business Economics. Studies in Fuzziness and Soft Computing, vol 286. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-30457-6_11

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-30457-6_11

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-30456-9

  • Online ISBN: 978-3-642-30457-6

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation