scholarly journals Building a framework for market orientation impact on radical and incremental marketing innovation research

2015 ◽  
Vol 1 (2) ◽  
pp. 71-83
Author(s):  
Alshahry Abdullah ◽  
Wang Aimin
Keyword(s):  
Saudi Arabia ◽  
Organizational Performance ◽  
Market Orientation ◽  
Business Performance ◽  
Customer Orientation ◽  
Health Sector ◽  
Research Framework ◽  
Marketing Innovation ◽  
Innovation Research ◽  
The Impact

With the privatization of the health sector and an overall trend in health care where the servicing of the patients and illness prevention is becoming a major source of industry’s revenue, marketing innovation to attract new customers is becoming increasingly relevant for organizational performance and financial results of hospitals. Consequently, offering an innovative and superior marketing mix for the customers is a necessary requirement for market competitiveness. Marketing operations and market orientation should, therefore, aim to boost the marketing innovation of hospitals. In this paper, we built a research framework to measure influence of market orientation on marketing innovation in Saudi Arabia hospitals. By determining the relationship between the market orientation factors, centralization, formalization and marketing innovation, organizations will know which aspect of market orientation to focus on. A six-step research framework has been proposed which will help to explain the impact of customer orientation, inter-functional orientation and competitor orientation on marketing innovation together with the moderating effects of centralization and formalization on those relationships. The findings of the future study may suggest an important role of market orientation for an effective innovation generation and business performance of hospitals in Saudi Arabia.

scholarly journals Market Orientation Impact on Radical and Incremental Marketing Innovation: A Study of Saudi Arabia Hospital Marketing Efforts

2015 ◽  
Vol 1 (6) ◽  
pp. 101-117
Author(s):  
Alshahry Abdullah saeed A ◽  
Wang Aimin
Keyword(s):  
Saudi Arabia ◽  
Market Orientation ◽  
Customer Orientation ◽  
Saudi Arabian ◽  
Radical Innovation ◽  
Positive Influence ◽  
Incremental Innovation ◽  
Marketing Innovation ◽  
Competitor Orientation ◽  
Functional Orientation

We conducted an empirical study to measure influence of market orientation on marketing innovation in hospitals in Saudi Arabia. The sample includes 109 hospital workers that have been identified as having an adequate knowledge of the subject of research. In particular we explain the impact of customer orientation, inter-functional orientation and competitor orientation on marketing innovation. Furthermore the moderating effects of centralization and formalization on those relationships are explained. The findings of our study suggest that there is an important role of market orientation for the successful implementation of innovation and business performance of hospitals in Saudi Arabia. The results indicated that there is a positive influence of customer orientation on radical innovation and incremental innovation, a strong positive impact of competitor orientation on incremental innovation and no significant impact regarding inter-functional coordination on both incremental and radical innovation. The moderating effect of centralization on market innovation and innovation proved to be insignificant and the formalization effect had a positive influence on the customer, competitor and inter-functional orientation and radical innovation relationship. Additionally our study is valuable (for the practice, and theory) as it assisted in developing and further elaborating the science of market orientation, particularly customer and competitor orientation and inter-functional coordination, and the influence on incremental and radical service which are relevant for the financial results of hospitals in Saudi Arabia. The contribution of this research was also to develop a conceptual and theoretical understanding on incremental and radical innovation in the effort to improve performance, especially for the Saudi Arabian hospitals. The practical implication of this study is the insight and the knowledge Saudi Arabian hospital managerial staff, in implementing the concept of market orientation in relation to innovation and overall hospital performance.

scholarly journals Market orientation and performance: the contingency role of external environment

2016 ◽  
Vol 7 (2) ◽  
pp. 130-137 ◽  
Author(s):  
Brownhilder Ngek Neneh
Keyword(s):  
South Africa ◽  
Market Orientation ◽  
Business Performance ◽  
Customer Orientation ◽  
External Environment ◽  
Business Environment ◽  
Three Dimensions ◽  
Superior Performance ◽  
Technological Turbulence ◽  
The Impact

In today’s business environment characterized by intense competition from globalization and incessantly changing customer needs, market orientation (MO) has been presented as a valuable approach for firms to safeguard themselves against market fluctuations and maintain continuous superior performance. Even though existing literature suggest that MO is a vital driver of business performance, some studies have failed to find its benefits. This is possibly because the MO-performance relationship is has been argued to be context specific and contingent to the business environment. This study thus had as objective to investigate the impact of MO on SME performance, as well as the moderating effects of the external environment on the MO- performance nexus. Using data from South Africa, this study showed that two of the three dimensions of MO (i.e. customer orientation, competitor focus) are significant drivers of business performance and that the MO-performance nexus is moderated by the external environmental factors. Specifically the MO-performance relationship is positively moderated by market turbulence and negative moderated by technological turbulence and competitive intensity. The study culminates with theoretical and practical implications that can be valuable for scholars and businesses operating in South Africa

The Impact of Cloud Computing on Organizational Performance

2021 ◽  
Vol 11 (4) ◽  
pp. 136-151
Author(s):  
Thura Al-Azzawi ◽  
Tugberk Kaya
Keyword(s):  
Cloud Computing ◽  
Human Resources ◽  
Organizational Performance ◽  
Business Performance ◽  
Direct Relation ◽  
Organizational Agility ◽  
Cloud Computing Adoption ◽  
The Cost ◽  
The Impact ◽  
The Relationship

The use of cloud computing has remarkable advantages in business performance. It is related especially in the portion of the organizational environment, such as organizational culture and organizational agility. Organizational agility provides an easier process to search and retrieve knowledge and allow the businesses to utilize and apply this knowledge to get high-quality services. Agility and culture factors can help organizations to enhance their cloud computing adoption. The achievement of any organization is dependent upon human resources. With human resources, the organization can develop its employees by sharing knowledge, skill, and experience of personnel. Expert cloud has a significant impact on and direct relation with human resources as it facilitates the communication among human resources better, more efficiently, and reduces the cost of the service. In this paper, the authors discuss the relationship between expert cloud and human resources to enhance the organizational performance through the assistance of organizational agility and culture.

Interfunctional Coordination at Hi-Tech Firms

2012 ◽  
Vol 23 (1) ◽  
pp. 70-76 ◽  
Author(s):  
Lucie Kanovska ◽  
Eva Tomaskova
Keyword(s):  
Czech Republic ◽  
Market Orientation ◽  
Business Performance ◽  
Positive Impact ◽  
External Environment ◽  
New Method ◽  
Mutual Cooperation ◽  
The Czech Republic ◽  
The Impact ◽  
A Company

The paper is focused on the determination of new knowledge about interfunctional coordination. Interfunctional coordination was defined at the beginning of 90s. It is the coordination of all company activities leading to the increase of business performance. Interfunctional coordination is connected with market orientation. It is one of necessary principle of market orientation. It is not possible to use market orientation without interfunctional coordination. Market orientation is based on marketing conception. The first detailed studies were offered by Kohli and Jaworski (1990) and Narver and Slater (1990). Market orientation is described as a method helping to contribute better managing of a company by many researchers. A lot of papers on this topic were publicized during the last two decades. The earliest papers involved the first definitions of market orientation; offered methods for its measuring; and investigated the impact of market orientation on business performance. The last attitudes towards market orientation agree that market orientation enables managers to focus on external and internal elements and activities, which influence the activity of a company leading to its performance increase (Tomaskova, 2009). At present, we have a lot of methods used for the measuring of market orientation. Using a proper method depends on the branch or economic system. The perception of the implementation of market orientation is changing during the period, as well. However, the main principle is still the same – market orientation has a positive impact on business performance. Nowadays, a lot of authors deal with the implementation of market orientation. Because of this reason, we have prepared research “Research on implementation on market orientation in Hi-Tech Firms” (GA 402/07/1493). The goal of the research was to detect barriers of the implementation of market orientation. We divided the barriers of the implementation into three parts according to managers’ influence in an internal, branch and external environment. State, economy and technologies are named as the main elements of external environment. The main barriers connected with the elements of branch environment are quality and quantity of branch stakeholders. Barriers of internal environment involve the barriers connected with the top management and its personality, skills, knowledge and experiences, all employees of a company and interfunctional coordination. The paper deals with the interfunctional coordination at hi-tech firms. The objective of the paper is to define barriers connected with interfunctional coordination and to detect the perception and importance of interfunctional coordination at hi-tech firms. The theoretical knowledge is noticed in some research studies. The data was acquired by means of a questionnaire. New Method measured market orientation in a company. The questionnaire New Method with 7-point Likert scale constituted by Tomaskova (2005) was used for the research. The complete database was analysed by using standard statistical methods (correlation analysis, Spearman correlation coefficient, chi-square) as well as other sophisticated techniques (Cronbach alpha). The main results of the research show that the level of market orientation at the hi-tech firms in the Czech Republic is high and confirm how important is gaining information and using this information inside the company for market orientation. The main results of the research confirm that interfunctional coordination is the base of market orientation. Hi-tech firms in the Czech Republic perceive interfunctional coordination as very necessary presumption for their future development and prosperity. The highest rate for this part received the following statements confirming positive company attitude for innovation, preference for teamwork and mutual cooperation in firms and also effort to be flexible. On the other hand, the lowest average rate had the statement describing relations between superiors and subordinates and their strictness and formalness.DOI: http://dx.doi.org/10.5755/j01.ee.23.1.1224

Market orientation, entrepreneurial orientation and business performance among small retailers

2015 ◽  
Vol 43 (7) ◽  
pp. 580-596 ◽  
Author(s):  
Sami Kajalo ◽  
Arto Lindblom
Keyword(s):  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Structural Equation ◽  
Business Performance ◽  
Marketing Capabilities ◽  
Performance Impact ◽  
Content Type ◽  
Equation Modelling ◽  
Research Findings ◽  
The Impact

Purpose – The purpose of this paper is to investigate the impact of market orientation (MO) and entrepreneurial orientation (EO) on business performance among small retailers. In particular, the goal is to understand and determine to what extent MO and EO influence firm performance directly, and to what extent MO and EO are connected to performance via marketing capabilities. Design/methodology/approach – The developed conceptual model is tested using structural equation modelling (SEM) using a sample of 202 small retailers. Findings – The result of the SEM model shows that both MO and EO act as a basis for improved business performance among small retailers. However, the performance impact of MO and EO is not that straightforward. Based on the research findings, it can be argued that both MO and EO require marketing capabilities to more fully unlock their value-creating potential among small retail firms. Originality/value – This study has provided new insights regarding the impact of MO and EO on business performance in the context of small retail firms. In particular, the study has contributed to the literature by demonstrating the routes through which MO and EO impact on performance.

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