Goal interdependence approach to market orientation in entrepreneurial firms

Yuen Lam BAVIK, Yifeng, Nancy CHEN, Mike Chen-ho CHAO, Man Kei, Paulina WAN

Research output: Other Conference ContributionsConference Paper (other)Researchpeer-review

Abstract

Although the essence of market orientation concerns customer satisfaction, majority of past studies on market orientation have focused on intra-firm and inter- firm factors. Drawing on the theory of cooperation and competition, this study advances the theory by investigating how different forms of goal interdependence between a firm and its customer may influence the firm’s responses to both customers and competitors. Results of a survey study conducted with employees from 120 entrepreneurial firms demonstrated that developing cooperative goals with customers facilitates collaboration among internal departments, which ultimately strengthens the market orientation of firms.
Original languageEnglish
Publication statusPublished - 9 Aug 2016
Event76th Annual Meeting of the Academy of Management (AOM) - Anaheim, United States
Duration: 5 Aug 20169 Aug 2016
https://my.aom.org/program2016/ (Conference Online Program)

Conference

Conference76th Annual Meeting of the Academy of Management (AOM)
CountryUnited States
CityAnaheim
Period5/08/169/08/16
Internet address

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BAVIK, Y. L., CHEN, Y. N., CHAO, M. C., & WAN, M. K. P. (2016). Goal interdependence approach to market orientation in entrepreneurial firms. Paper presented at 76th Annual Meeting of the Academy of Management (AOM), Anaheim, United States.