Market orientation: evolution and measurement of a management approach that transcends marketing
DOI:
https://doi.org/10.35319/1pm4b442Keywords:
Market orientation, measurement scales of MO, service companies, marketingAbstract
The purpose of this article, adapted for the Perspectivas magazine of the Universidad Católica Boliviana from a bibliographic research carried out by the author as a final project for the Strategic Marketing course in the doctoral program in Economics and Business Administration, is to present the basic concepts and most representative contributions regarding market orientation, its applicability in service companies, and its measurement scales.
For decades, the concept of marketing has attracted the interest of academics and business executives. Thus, since the early 1950s, it has been stated that any organization that effectively adopts the marketing concept will achieve better results. This raises the idea of marketing skills as an organizational resource that allows organizations to gain competitive advantages. However, from that time until the late 1980s, empirical studies aimed at estimating the degree of adoption of this concept and its consequences on organizational outcomes were rather scarce (Alvarez, 2001).
The turning point in this gap came in 1988, when the Marketing Science Institute established as one of its lines of analysis the study of companies' orientation toward their customers and markets, as well as the possible consequences derived from this fact. Since then, market orientation has become a central axis of scientific and business study (Alvarez, 2001). Since then, and despite the existence of a considerable amount of research related to market orientation, various authors have highlighted the conceptual complexity surrounding this concept, its antecedents, consequences, definition, and measurement scales (Scarone, 2005; Sheppard, 2005; Matsuno, 2003:1; van Raaij, 2001; Küster, 2000:1; Kohli, 1993:468).
Perspectivas
Department of Economics, Administration and Finance 26
In this research work, the interest in the topic of market orientation lies mainly in its conceptual definition and measurement scales. That is why this document presents a theoretical description of the emergence, development, and growth of the market orientation concept. To fulfill this purpose, some of the most relevant contributions from existing literature are presented, as well as the most widely used and cited measurement scales in sources related to the topic.
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