Revisiting the pioneering market orientation model in an emerging economy

Musa Dwairi, Shahid N. Bhuian, Anthony Jurkus

Research output: Contribution to journalReview article

41 Citations (Scopus)

Abstract

Purpose - The purpose of this study is to replicate Kohli and Jaworski, and Kohli's pioneering market orientation model within a highly growth-oriented and competitive banking industry in an emerging Middle-Eastern economy, Jordan. Design/methodology/approach - A survey was conducted among top management personnel of 475 bank branches in Jordan. A total of 11 hypotheses related to market orientation; its antecedents and consequences were examined by estimating multiple regression models. Findings - The study confirms that market orientation-performance relationship is robust across diverse contexts. Also, top management traits are consistent predictors of market orientation. However, organizational factors as direct and linear determinants of market orientation are not completely stable. Further, the nature of the correlations between environmental factors and market orientation may be more complex than has been believed. In addition, within-country variations along Hofstede's cultural dimensions may be possible. Finally, most scales including that of market orientation suffer from weaknesses. Originality/value - This paper provides further validation for a market orientation model and unveils some of its weaknesses and strengths.

Original languageEnglish
Pages (from-to)713-721
Number of pages9
JournalEuropean Journal of Marketing
Volume41
Issue number7-8
DOIs
Publication statusPublished - 2007

Fingerprint

Emerging economies
Market orientation
Pioneering
Top management
Jordan
Organizational factors
Design methodology
Regression model
Cultural dimensions
Hofstede
Banking industry
Multiple regression
Bank branches
Predictors
Environmental factors
Personnel

Keywords

  • Business performance
  • Jordan
  • Market orientation

ASJC Scopus subject areas

  • Marketing

Cite this

Revisiting the pioneering market orientation model in an emerging economy. / Dwairi, Musa; Bhuian, Shahid N.; Jurkus, Anthony.

In: European Journal of Marketing, Vol. 41, No. 7-8, 2007, p. 713-721.

Research output: Contribution to journalReview article

@article{25b5711315624acea933b19f08acc7a9,
title = "Revisiting the pioneering market orientation model in an emerging economy",
abstract = "Purpose - The purpose of this study is to replicate Kohli and Jaworski, and Kohli's pioneering market orientation model within a highly growth-oriented and competitive banking industry in an emerging Middle-Eastern economy, Jordan. Design/methodology/approach - A survey was conducted among top management personnel of 475 bank branches in Jordan. A total of 11 hypotheses related to market orientation; its antecedents and consequences were examined by estimating multiple regression models. Findings - The study confirms that market orientation-performance relationship is robust across diverse contexts. Also, top management traits are consistent predictors of market orientation. However, organizational factors as direct and linear determinants of market orientation are not completely stable. Further, the nature of the correlations between environmental factors and market orientation may be more complex than has been believed. In addition, within-country variations along Hofstede's cultural dimensions may be possible. Finally, most scales including that of market orientation suffer from weaknesses. Originality/value - This paper provides further validation for a market orientation model and unveils some of its weaknesses and strengths.",
keywords = "Business performance, Jordan, Market orientation",
author = "Musa Dwairi and Bhuian, {Shahid N.} and Anthony Jurkus",
year = "2007",
doi = "10.1108/03090560710752357",
language = "English",
volume = "41",
pages = "713--721",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald Group Publishing Ltd.",
number = "7-8",

}

TY - JOUR

T1 - Revisiting the pioneering market orientation model in an emerging economy

AU - Dwairi, Musa

AU - Bhuian, Shahid N.

AU - Jurkus, Anthony

PY - 2007

Y1 - 2007

N2 - Purpose - The purpose of this study is to replicate Kohli and Jaworski, and Kohli's pioneering market orientation model within a highly growth-oriented and competitive banking industry in an emerging Middle-Eastern economy, Jordan. Design/methodology/approach - A survey was conducted among top management personnel of 475 bank branches in Jordan. A total of 11 hypotheses related to market orientation; its antecedents and consequences were examined by estimating multiple regression models. Findings - The study confirms that market orientation-performance relationship is robust across diverse contexts. Also, top management traits are consistent predictors of market orientation. However, organizational factors as direct and linear determinants of market orientation are not completely stable. Further, the nature of the correlations between environmental factors and market orientation may be more complex than has been believed. In addition, within-country variations along Hofstede's cultural dimensions may be possible. Finally, most scales including that of market orientation suffer from weaknesses. Originality/value - This paper provides further validation for a market orientation model and unveils some of its weaknesses and strengths.

AB - Purpose - The purpose of this study is to replicate Kohli and Jaworski, and Kohli's pioneering market orientation model within a highly growth-oriented and competitive banking industry in an emerging Middle-Eastern economy, Jordan. Design/methodology/approach - A survey was conducted among top management personnel of 475 bank branches in Jordan. A total of 11 hypotheses related to market orientation; its antecedents and consequences were examined by estimating multiple regression models. Findings - The study confirms that market orientation-performance relationship is robust across diverse contexts. Also, top management traits are consistent predictors of market orientation. However, organizational factors as direct and linear determinants of market orientation are not completely stable. Further, the nature of the correlations between environmental factors and market orientation may be more complex than has been believed. In addition, within-country variations along Hofstede's cultural dimensions may be possible. Finally, most scales including that of market orientation suffer from weaknesses. Originality/value - This paper provides further validation for a market orientation model and unveils some of its weaknesses and strengths.

KW - Business performance

KW - Jordan

KW - Market orientation

UR - http://www.scopus.com/inward/record.url?scp=34547161267&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=34547161267&partnerID=8YFLogxK

U2 - 10.1108/03090560710752357

DO - 10.1108/03090560710752357

M3 - Review article

AN - SCOPUS:34547161267

VL - 41

SP - 713

EP - 721

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 7-8

ER -