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    <meta content="Jones, Colin D." name="eprints.creators_name" />
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<meta content="The concept of a market orientation it is not universally accepted to be beneficial despite strong support for its status as an intangible resource supportive of a competitive advantage. Research on market orientation is largely quantitatively based focussing on justifying the performance link rather than determining what actually is a market orientation. This paper contends that in its current state, market orientation research is trapped in a quantitatively-driven research paradigm, unable to investigate and translate what market orientation is and how it can be applied. 
It is suggested an over reliance upon quantitative methods has largely limited research to identifying the relative degree of market orientation for a specific entity within a sample at the expense of expanding our understanding of the construct. A qualitative case study approach potentially offers researchers a means through which to respond to the challenge of Gable's (1995) desired research agenda. Three possible case study approaches are identified; firstly, pattern matching (identify market orientation), secondly, the industrial networks approach (to isolate and explain market orientation), and lastly, action research (to demonstrate the value of future market orientation research).
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<meta content="Anderson, A.B., A. Basilevsky, and D. P. J. Hum. 1983. “Measurement: Theory and Techniques”. In The Handbook Of Survey Research. Eds. P. H. Rossi, J. D. Wright and A. B. Anderson. New York: Academic Press.

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Farrell, M.A., and E.Oczkowski. 1997. “An analysis of the MKTOR and MARKOR measures of market orientation: An Australian perspective.” Marketing Bulletin 8: 30-40.

Gable, T.G. 1995. “Market orientation: theoretical and methodological concerns.” In Proceedings of the American Marketing Association Summer Educators’ Conference  Eds. B. B. Stern and G. M. Zinkham. Chicago II: American Marketing Association, pp.368-375.
 
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Wrenn, B., S. LaTour, and B. Calder. 1994. “Difference in perceptions of hospital marketing orientation between administrators and marketing officers.” Hospital and Health Services Administration 39 (Fall): 341-358.
 
Wrenn, B. 1997. “Reality based market orientation.” In Proceeding of Marketing Management Association. Chicago, IL: Marketing Management Association and Department of Marketing, School of Business, Indiana State University.
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    <h1 class="ep_tm_pagetitle">Market orientation: See no evil, speak no evil, hear no evil</h1>
    <p style="margin-bottom: 1em" class="not_ep_block"><span class="person_name">Jones, Colin D.</span> and <span class="person_name">Hecker, Rob</span> (2003) <xhtml:em>Market orientation: See no evil, speak no evil, hear no evil.</xhtml:em> In: 5th World Marketing Congress, 11-14 June 2003, Perth, Australia.</p><p style="margin-bottom: 1em" class="not_ep_block"></p><table style="margin-bottom: 1em" class="not_ep_block"><tr><td valign="top" style="text-align:center"><a onmouseover="EPJS_ShowPreview( event, 'doc_preview_870' );" href="http://eprints.utas.edu.au/866/1/Author_Version_-_WMC.pdf" onmouseout="EPJS_HidePreview( event, 'doc_preview_870' );"><img alt="[img]" src="http://eprints.utas.edu.au/style/images/fileicons/application_pdf.png" class="ep_doc_icon" border="0" /></a><div class="ep_preview" id="doc_preview_870"><table><tr><td><img alt="" src="http://eprints.utas.edu.au/866/thumbnails/1/preview.png" class="ep_preview_image" border="0" /><div class="ep_preview_title">Preview</div></td></tr></table></div></td><td valign="top"><a href="http://eprints.utas.edu.au/866/1/Author_Version_-_WMC.pdf"><span class="ep_document_citation">PDF</span></a> - Requires a PDF viewer<br />65Kb</td></tr></table><p style="margin-bottom: 1em" class="not_ep_block">Official URL: <a href="http://www.ams-web.org/displaycommon.cfm?an=2">http://www.ams-web.org/displaycommon.cfm?an=2</a></p><div class="not_ep_block"><h2>Abstract</h2><p style="padding-bottom: 16px; text-align: left; margin: 1em auto 0em auto">The concept of a market orientation it is not universally accepted to be beneficial despite strong support for its status as an intangible resource supportive of a competitive advantage. Research on market orientation is largely quantitatively based focussing on justifying the performance link rather than determining what actually is a market orientation. This paper contends that in its current state, market orientation research is trapped in a quantitatively-driven research paradigm, unable to investigate and translate what market orientation is and how it can be applied. &#13;
It is suggested an over reliance upon quantitative methods has largely limited research to identifying the relative degree of market orientation for a specific entity within a sample at the expense of expanding our understanding of the construct. A qualitative case study approach potentially offers researchers a means through which to respond to the challenge of Gable's (1995) desired research agenda. Three possible case study approaches are identified; firstly, pattern matching (identify market orientation), secondly, the industrial networks approach (to isolate and explain market orientation), and lastly, action research (to demonstrate the value of future market orientation research).&#13;
</p></div><table style="margin-bottom: 1em" cellpadding="3" class="not_ep_block" border="0"><tr><th valign="top" class="ep_row">Item Type:</th><td valign="top" class="ep_row">Conference or Workshop Item (Paper)</td></tr><tr><th valign="top" class="ep_row">Keywords:</th><td valign="top" class="ep_row">Market Orientation, Marketing Theory, Intangible Resource </td></tr><tr><th valign="top" class="ep_row">Subjects:</th><td valign="top" class="ep_row"><a href="http://eprints.utas.edu.au/view/subjects/350204.html">350000 Commerce, Management, Tourism and Services &gt; 350200 Business and Management &gt; 350204 Marketing and Market Research</a></td></tr><tr><th valign="top" class="ep_row">ID Code:</th><td valign="top" class="ep_row">866</td></tr><tr><th valign="top" class="ep_row">Deposited By:</th><td valign="top" class="ep_row"><span class="ep_name_citation"><span class="person_name">Mr Colin D Jones</span></span></td></tr><tr><th valign="top" class="ep_row">Deposited On:</th><td valign="top" class="ep_row">19 Mar 2007</td></tr><tr><th valign="top" class="ep_row">Last Modified:</th><td valign="top" class="ep_row">09 Jan 2008 02:30</td></tr><tr><th valign="top" class="ep_row">ePrint Statistics:</th><td valign="top" class="ep_row"><a target="ePrintStats" href="/es/index.php?action=show_detail_eprint;id=866;">View statistics for this ePrint</a></td></tr></table><p align="right">Repository Staff Only: <a href="http://eprints.utas.edu.au/cgi/users/home?screen=EPrint::View&amp;eprintid=866">item control page</a></p>
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