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Market Shaping Orientation and Firm Performance

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Quantitative Marketing and Marketing Management

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Abstract

Marketing theory suggests market orientation as an effective strategy for achieving and maintaining competitive advantage (Kohli/Jaworski 1990; Narver/Slater 1990). Reviewing the literature, Jaworski et al. (2000) criticize most conceptualizations of the construct to be too narrow and to neglect a proactive understanding of shaping customers and/or the market. Against this background, we discuss two approaches to being market oriented: the first can be described as a ‘market driven’ and the second as a ‘market shaping’ approach. We develop new measures for the latter construct and empirically test its antecedents and consequences. Moreover, we examine moderator variables affecting the market shaping orientation-performance linkage, using a sample of 181 firms.

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Author information

Authors and Affiliations

  1. Technische Universität Dortmund, Dortmund, Germany

    Markus Blut PhD & Hartmut H. Holzmüller PhD

  2. ARDEX GmbH, Witten, Germany

    Markus Stolper

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  1. Markus Blut PhD
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  2. Hartmut H. Holzmüller PhD
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  3. Markus Stolper
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Editor information

Editors and Affiliations

  1. Chair of International Marketing, University of Vienna, Vienna, Austria

    Adamantios Diamantopoulos

  2. Braunschweig, Germany

    Wolfgang Fritz

  3. Berlin, Germany

    Lutz Hildebrandt

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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden

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Blut, M., Holzmüller, H., Stolper, M. (2012). Market Shaping Orientation and Firm Performance. In: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (eds) Quantitative Marketing and Marketing Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-3722-3_21

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