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.
|Publication status||Published - 9 Aug 2016|
|Event||76th Annual Meeting of the Academy of Management (AOM) - Anaheim, United States|
Duration: 5 Aug 2016 → 9 Aug 2016
https://my.aom.org/program2016/ (Conference Online Program)
|Conference||76th Annual Meeting of the Academy of Management (AOM)|
|Period||5/08/16 → 9/08/16|
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.