Research Article
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Year 2017, Volume: 4 Issue: 4, 540 - 548, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.760

Abstract

References

  • Armstrong, J. S., & Overton, T. S. 1977, “Estimating nonresponse bias in mail surveys,” Journal of Marketing Research, Vol. 14 no. 3, pp.396– 402.
  • Berghman, L., Matthyssens, P. & Vandenbempt, K. 2006, “Building competences for new customer value creation: An exploratory study,” Industrial Marketing Management, vol. 36 no. 8, pp. 961–973.
  • Chen, Y. C., Li, P. C. & Evans, K. R. 2012, “Effects of interaction and entrepreneurial orientation on organizational performance: Insights in market driven and market driving,” Industrial Marketing Management, vol. 41, no. 6, pp. 1019–1034.
  • Collis, D. J. 1996. Organizational capability as a source of profit. In B. Moingeon & A. Edmondson (Eds.), Organizational learning and competitive advantage (pp. 139–163). London: Sage.
  • Danneels, E. 2007, “The process of technological competence leveraging,” Strategic Management Journal, vol. 28, no.5, pp. 511–533.
  • Diamantopoulos, A. & Winkelhofer, H.M. 2001, “Index construction with formative indicators: An alternative to scale development,” Journal of Marketing Research, vol.38, no.2, 269– 277.
  • Ebers, M. & Grandori, A. 1997, “The forms, costs and development dynamics of inter-organizational networking,” In: Ebers, M. (Ed.), The Formation of Inter-Organizational Networks, Oxford University Press, UK, Oxford, pp.3–40
  • Fornell, C. & Larcker, D. 1981, “Evaluating structural equation models with unobservable variables and measurement error,” Journal of Marketing Research, vol. 18 no. 1, pp. 39–50.
  • Gebauer, H., Edvardsson, B., Gustafsson, A. & Witell, L. 2010, “Match or mismatch: Strategy–structure configurations in the service business of manufacturing companies,” Journal of Service Research, vol. 13, no. 2, pp.198–215.
  • Golfetto, F. & Gibbert, M. 2006, “Marketing competencies and the sources of customer value in business markets,” Industrial Marketing Management, vol.35, no.8, pp. 904–912.
  • Grönroos, C. 2006, “Adopting a service logic for marketing,” Marketing Theory, vol. 6, no. 3, pp. 317–333.
  • Gulati, R. 1998, “Alliances and networks,” Strategic Management Journal, vol. 19, pp. 293–317.
  • Gullen, J.B., Johnson J.L. & Sakano, T. 1995, “Japanese and local partner commitment to IJVs: Psychological consequences of outcomes and investments in the IJV relationship,” Journal of International Business Studies, vol. 26, pp. 91–116.
  • Hallen, L., Johanson, J. & Seyed-Mohamed, N. 1991, “Interfirm adaptation in business relationships,” Journal of Marketing, vol. 55, no. 2, pp. 29–37.
  • Hobday, M. 1995, Innovation in East Asia: The challenge to Japan, VT: Edward Elgar, Brookfield.
  • Joshi, A.W. 2009, “Continuous supplier performance: Effects of collaborative communication and control,” Journal of Marketing, vol. 73, no. 1,pp. 133–150.
  • Kohli, A. K. & Jaworski, B. J. 1990, “Market orientation: The construct, research propositions, and managerial implications,” Journal of Marketing, vol. 54, no. 2, pp. 1–18.
  • Korhonen, H. M. E. & Kaarela, I. 2006, “Corporate customers’ resistance to industrial service innovation,” International Journal of Innovation Management, vol. 15, no. 3, pp. 479–503
  • Lawson, B., Petersen, K. J., Cousins, P. D., and Handfield, R. B. 2009, “Knowledge sharing in interorganizational product development teams: the effect of formal and informal socialization mechanisms,” Journal of Product Innovation Management, vol.26, no.2, pp. 156-172.
  • Levinthal, D. A. & March, J. G. 1993,“The Myopia of Learning,” Strategic Management Journal, vol. 14, pecial Issue, pp.95-112.
  • Li, L.Y. 2011, “Marketing of competence-based solutions to buyers in exploratory relationships: Perspective of OEM suppliers,” Industrial Marketing Management, vol. 40 no.7, pp. 1206–1213
  • Liu, F. H., Liu, H. Y. & Lin, T. L. 2008, “The competence and constraints of brand-building for contract manufacturers,” Journal of Brand Management, vol. 15, no. 6, pp. 412–432.
  • Liu, F.H., Tsou, H.T. & Chen, L.J. 2013, “The impact of OEM supplier initiatives on buyer competence development: The moderating roles of collaborative relationship and competitive environment,” Asia Pacific Journal of Management, vol. 30, no. 4, pp. 1285–1303
  • Liu, H. Y. & Liu, F.H. 2011, “The process of competence leveraging in related diversification: A case of technology management at a composite-material company,” Technology Analysis & Strategic Management, vol. 23, no. 2, pp. 209–227.
  • Markides, C. 1998, “Strategic innovation in established companies,” Sloan Management Review, vol. 39, pp. 31–42.
  • Mathieu, V. 2001, “Product services: From a service supporting the product to a service supporting the client,” Journal of Business & Industrial Marketing, vol.16, no.1, pp. 39–58.
  • Moller, K. 2006, “Role of competences in creating customer value: A value-creation logic approach,” Industrial Marketing Management, vol. 35, no.8, pp.913–924
  • Morgan, R. M. & Hunt, S. D. 1994, “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, vol. 58, no. 3, pp. 20– 38.
  • Najafi-Tavani, S, Sharifi, H., & Najafi-Tavani, Z. 2016, “Market orientation, marketing capability, and new product performance: the moderating role of absorptive capacity,” Journal of Business Research, vol. 69, no. 11. pp. 5059-5064.
  • Narver, J.C. & Slater, S.F. 1990, “The effect of a market orientation on business performance,” Journal of Marketing, vol. 54, no. 4, pp. 20– 35.
  • Narver, J.C., Slater, S.F. & MaLachlan, D.L. 2004, “Responsive and proactive market orientation and new-product success,” Journal of Production Innovation Management, vol. 21, no. 5, pp. 334–347.
  • Neu, W.A. & Brown, S.W. 2005, “Forming successful business-to-business services in goods dominant firms,” Journal of Service Research, vol. 8, no. 1, pp. 3–17.
  • Newman, A, Prajogo, D., & Atherton, A. 2016, “The influence of market orientation on innovation strategies,” Journal of service theory and practice, vol. 26, no. 1, pp. 72-90.
  • Nunnally, J. C. 1978, Psychometric theory (2nd Edition), McGraw-Hill, New York.
  • Oliva, R. & Kallenberg, R. 2003, “Managing the transformation from products to services,” International Journal of Service Industry Management, vol. 14, pp.160–72.
  • Pavlou, P.A. & EI Sawy, O.A. 2006, “From IT leveraging competence to competitive advantage in turbulent environments: The case of new product development,” Information Systems Research, vol. 17 no. 3, pp. 198–227.
  • Pfeffer, J. & Salancik, G.R. 1978, The External control of organizations: A resource dependence perspective, New York: Harper & Row.
  • Prahalad, C. K., & Hamel, G. 1990. The core competence of corporation. Harvard Business Review, vol. 68, no. 3, pp. 9–91.
  • Salonen, A. 2011, “Service transition strategies of industrial manufacturers,” Industrial Marketing Management, vol. 40, no.5, pp. 683–690.
  • Teece, D. J., Pisano, G. & Shuen, A. 1997, “Dynamic capabilities and strategic management,” Strategic Management Journal, vol. 18, no.7, pp. 509–533.
  • Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M. & Lauro, C. 2005, “PLS path modeling,” Computational Statistics & Data Analysis, vol. 48, no. 1, pp. 159–205.
  • Tsou, H. & Chen, J. 2012, “The influence of interfirm codevelopment competency on e-service innovation,” Information & Management, vol. 49, no 3–4, pp. 177–189.
  • Tsou. H.T., Chen, J.S., & Liao W.H. 2014, “Market and technology orientations for service delivery innovation: The link of innovative competence,” Journal of Business & Industrial Marketing, Vol. 29 no. 6, pp. 499–513.
  • Wetzels, M., Odekerken-Schröder, G. & van Oppen, C. 2009, “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration,” MIS Quarterly, vol. 33, no. 1, pp. 177–195.
  • Zerbini, F., Golfetto, F. & Gibbert, M. 2007, “Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis,” Industrial Marketing Management, vol. 36, no. 6, pp. 784–798.
  • Zollo, M. & Winter, S. 2002, “Deliberate learning and the evolution of dynamic capabilities,” Organization Science, vol. 13, no. 3, pp. 339– 351.

MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT

Year 2017, Volume: 4 Issue: 4, 540 - 548, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.760

Abstract

Purpose- The topic of competence-based marketing has attracted much
attention from business scholars, further exploration of competence-based
marketing capability is especially important. The main purpose of this study is
to address and investigate the relationship between market orientation and
original equipment manufacturer (OEM) suppliers’ competence-based marketing
capability, along with the impact of competence-based marketing capability on
product-linked development and relation-linked development.   Methodology-  Based on a sample of 119 Taiwan's OEM
suppliers, we used Smart PLS 2.0 to perform SEM and to evaluate both the
quality of the measurement model and the interrelationships of the constructs.

Findings- Empirical testing of 119 OEM suppliers suggests that a
proactive market orientation has a positive influence on the development of
competence-based marketing capabilities. Furthermore, the development of
competence-based marketing capability leads OEM suppliers to engage in product-linked
and relationship-linked development.

Conclusion- The topic of competence marketing has attracted much
attention from business scholars; however, no empirical studies have measured
companies’ capabilities in competence marketing. Therefore, the framework of
this study followed linkages developed from the resource-based view (strategic
orientation → organizational capabilities → organizational performance) for the
purpose of exploring the antecedents and effects of CBMC. 

References

  • Armstrong, J. S., & Overton, T. S. 1977, “Estimating nonresponse bias in mail surveys,” Journal of Marketing Research, Vol. 14 no. 3, pp.396– 402.
  • Berghman, L., Matthyssens, P. & Vandenbempt, K. 2006, “Building competences for new customer value creation: An exploratory study,” Industrial Marketing Management, vol. 36 no. 8, pp. 961–973.
  • Chen, Y. C., Li, P. C. & Evans, K. R. 2012, “Effects of interaction and entrepreneurial orientation on organizational performance: Insights in market driven and market driving,” Industrial Marketing Management, vol. 41, no. 6, pp. 1019–1034.
  • Collis, D. J. 1996. Organizational capability as a source of profit. In B. Moingeon & A. Edmondson (Eds.), Organizational learning and competitive advantage (pp. 139–163). London: Sage.
  • Danneels, E. 2007, “The process of technological competence leveraging,” Strategic Management Journal, vol. 28, no.5, pp. 511–533.
  • Diamantopoulos, A. & Winkelhofer, H.M. 2001, “Index construction with formative indicators: An alternative to scale development,” Journal of Marketing Research, vol.38, no.2, 269– 277.
  • Ebers, M. & Grandori, A. 1997, “The forms, costs and development dynamics of inter-organizational networking,” In: Ebers, M. (Ed.), The Formation of Inter-Organizational Networks, Oxford University Press, UK, Oxford, pp.3–40
  • Fornell, C. & Larcker, D. 1981, “Evaluating structural equation models with unobservable variables and measurement error,” Journal of Marketing Research, vol. 18 no. 1, pp. 39–50.
  • Gebauer, H., Edvardsson, B., Gustafsson, A. & Witell, L. 2010, “Match or mismatch: Strategy–structure configurations in the service business of manufacturing companies,” Journal of Service Research, vol. 13, no. 2, pp.198–215.
  • Golfetto, F. & Gibbert, M. 2006, “Marketing competencies and the sources of customer value in business markets,” Industrial Marketing Management, vol.35, no.8, pp. 904–912.
  • Grönroos, C. 2006, “Adopting a service logic for marketing,” Marketing Theory, vol. 6, no. 3, pp. 317–333.
  • Gulati, R. 1998, “Alliances and networks,” Strategic Management Journal, vol. 19, pp. 293–317.
  • Gullen, J.B., Johnson J.L. & Sakano, T. 1995, “Japanese and local partner commitment to IJVs: Psychological consequences of outcomes and investments in the IJV relationship,” Journal of International Business Studies, vol. 26, pp. 91–116.
  • Hallen, L., Johanson, J. & Seyed-Mohamed, N. 1991, “Interfirm adaptation in business relationships,” Journal of Marketing, vol. 55, no. 2, pp. 29–37.
  • Hobday, M. 1995, Innovation in East Asia: The challenge to Japan, VT: Edward Elgar, Brookfield.
  • Joshi, A.W. 2009, “Continuous supplier performance: Effects of collaborative communication and control,” Journal of Marketing, vol. 73, no. 1,pp. 133–150.
  • Kohli, A. K. & Jaworski, B. J. 1990, “Market orientation: The construct, research propositions, and managerial implications,” Journal of Marketing, vol. 54, no. 2, pp. 1–18.
  • Korhonen, H. M. E. & Kaarela, I. 2006, “Corporate customers’ resistance to industrial service innovation,” International Journal of Innovation Management, vol. 15, no. 3, pp. 479–503
  • Lawson, B., Petersen, K. J., Cousins, P. D., and Handfield, R. B. 2009, “Knowledge sharing in interorganizational product development teams: the effect of formal and informal socialization mechanisms,” Journal of Product Innovation Management, vol.26, no.2, pp. 156-172.
  • Levinthal, D. A. & March, J. G. 1993,“The Myopia of Learning,” Strategic Management Journal, vol. 14, pecial Issue, pp.95-112.
  • Li, L.Y. 2011, “Marketing of competence-based solutions to buyers in exploratory relationships: Perspective of OEM suppliers,” Industrial Marketing Management, vol. 40 no.7, pp. 1206–1213
  • Liu, F. H., Liu, H. Y. & Lin, T. L. 2008, “The competence and constraints of brand-building for contract manufacturers,” Journal of Brand Management, vol. 15, no. 6, pp. 412–432.
  • Liu, F.H., Tsou, H.T. & Chen, L.J. 2013, “The impact of OEM supplier initiatives on buyer competence development: The moderating roles of collaborative relationship and competitive environment,” Asia Pacific Journal of Management, vol. 30, no. 4, pp. 1285–1303
  • Liu, H. Y. & Liu, F.H. 2011, “The process of competence leveraging in related diversification: A case of technology management at a composite-material company,” Technology Analysis & Strategic Management, vol. 23, no. 2, pp. 209–227.
  • Markides, C. 1998, “Strategic innovation in established companies,” Sloan Management Review, vol. 39, pp. 31–42.
  • Mathieu, V. 2001, “Product services: From a service supporting the product to a service supporting the client,” Journal of Business & Industrial Marketing, vol.16, no.1, pp. 39–58.
  • Moller, K. 2006, “Role of competences in creating customer value: A value-creation logic approach,” Industrial Marketing Management, vol. 35, no.8, pp.913–924
  • Morgan, R. M. & Hunt, S. D. 1994, “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, vol. 58, no. 3, pp. 20– 38.
  • Najafi-Tavani, S, Sharifi, H., & Najafi-Tavani, Z. 2016, “Market orientation, marketing capability, and new product performance: the moderating role of absorptive capacity,” Journal of Business Research, vol. 69, no. 11. pp. 5059-5064.
  • Narver, J.C. & Slater, S.F. 1990, “The effect of a market orientation on business performance,” Journal of Marketing, vol. 54, no. 4, pp. 20– 35.
  • Narver, J.C., Slater, S.F. & MaLachlan, D.L. 2004, “Responsive and proactive market orientation and new-product success,” Journal of Production Innovation Management, vol. 21, no. 5, pp. 334–347.
  • Neu, W.A. & Brown, S.W. 2005, “Forming successful business-to-business services in goods dominant firms,” Journal of Service Research, vol. 8, no. 1, pp. 3–17.
  • Newman, A, Prajogo, D., & Atherton, A. 2016, “The influence of market orientation on innovation strategies,” Journal of service theory and practice, vol. 26, no. 1, pp. 72-90.
  • Nunnally, J. C. 1978, Psychometric theory (2nd Edition), McGraw-Hill, New York.
  • Oliva, R. & Kallenberg, R. 2003, “Managing the transformation from products to services,” International Journal of Service Industry Management, vol. 14, pp.160–72.
  • Pavlou, P.A. & EI Sawy, O.A. 2006, “From IT leveraging competence to competitive advantage in turbulent environments: The case of new product development,” Information Systems Research, vol. 17 no. 3, pp. 198–227.
  • Pfeffer, J. & Salancik, G.R. 1978, The External control of organizations: A resource dependence perspective, New York: Harper & Row.
  • Prahalad, C. K., & Hamel, G. 1990. The core competence of corporation. Harvard Business Review, vol. 68, no. 3, pp. 9–91.
  • Salonen, A. 2011, “Service transition strategies of industrial manufacturers,” Industrial Marketing Management, vol. 40, no.5, pp. 683–690.
  • Teece, D. J., Pisano, G. & Shuen, A. 1997, “Dynamic capabilities and strategic management,” Strategic Management Journal, vol. 18, no.7, pp. 509–533.
  • Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M. & Lauro, C. 2005, “PLS path modeling,” Computational Statistics & Data Analysis, vol. 48, no. 1, pp. 159–205.
  • Tsou, H. & Chen, J. 2012, “The influence of interfirm codevelopment competency on e-service innovation,” Information & Management, vol. 49, no 3–4, pp. 177–189.
  • Tsou. H.T., Chen, J.S., & Liao W.H. 2014, “Market and technology orientations for service delivery innovation: The link of innovative competence,” Journal of Business & Industrial Marketing, Vol. 29 no. 6, pp. 499–513.
  • Wetzels, M., Odekerken-Schröder, G. & van Oppen, C. 2009, “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration,” MIS Quarterly, vol. 33, no. 1, pp. 177–195.
  • Zerbini, F., Golfetto, F. & Gibbert, M. 2007, “Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis,” Industrial Marketing Management, vol. 36, no. 6, pp. 784–798.
  • Zollo, M. & Winter, S. 2002, “Deliberate learning and the evolution of dynamic capabilities,” Organization Science, vol. 13, no. 3, pp. 339– 351.
There are 46 citations in total.

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Feng-Hsu Liu This is me

Publication Date December 30, 2017
Published in Issue Year 2017 Volume: 4 Issue: 4

Cite

APA Liu, F.-H. (2017). MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT. Research Journal of Business and Management, 4(4), 540-548. https://doi.org/10.17261/Pressacademia.2017.760
AMA Liu FH. MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT. RJBM. December 2017;4(4):540-548. doi:10.17261/Pressacademia.2017.760
Chicago Liu, Feng-Hsu. “MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT”. Research Journal of Business and Management 4, no. 4 (December 2017): 540-48. https://doi.org/10.17261/Pressacademia.2017.760.
EndNote Liu F-H (December 1, 2017) MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT. Research Journal of Business and Management 4 4 540–548.
IEEE F.-H. Liu, “MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT”, RJBM, vol. 4, no. 4, pp. 540–548, 2017, doi: 10.17261/Pressacademia.2017.760.
ISNAD Liu, Feng-Hsu. “MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT”. Research Journal of Business and Management 4/4 (December 2017), 540-548. https://doi.org/10.17261/Pressacademia.2017.760.
JAMA Liu F-H. MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT. RJBM. 2017;4:540–548.
MLA Liu, Feng-Hsu. “MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT”. Research Journal of Business and Management, vol. 4, no. 4, 2017, pp. 540-8, doi:10.17261/Pressacademia.2017.760.
Vancouver Liu F-H. MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT. RJBM. 2017;4(4):540-8.

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