Responsive Market Orientation: A Qualitative Research on Turkish Startup Companies

Yıl 2022, Cilt: 11 Sayı: 1, 105 - 141, 30.06.2022

Begüm Şahin Ünsal Sığrı

Öz

Purpose- Market orientation has a crucial role to drive superior value for customers. In this research, it is aimed to
investigate the market-orientated activities of startup companies based on three components of responsive market orientation following as customer orientation, competitor orientation, innovation orientation and additionally
under a type of organizational culture as adhocracy cluster orientation.
Methodology- For this purpose, it is conducted a qualitative multiple case study on 6 Turkish startup companies
which are located in Ankara. The startups are determined by theoretical (purposive) sampling and semi-structured
face-to-face interviews are used for data collection. The data-treatment technique is ethnography based on
content analysis.
Findings- The quantitative analysis findings revealed that the startups in the research sample show the behaviors
supporting the conceptual model of the study as four dimensions of responsive market orientation are observed
in their behaviors.
Practical Implications- Marketing efforts reaching customers is to achieve business performance goals for startups as well as large-sized companies. We think that the results revealing responsive market orientation in startups
increase the awareness of the importance and cruciality of the concept for entrepreneurs. Originality- Our spectacular finding reveals the issues that it is not very clear what activities under marketing strategies startups build to
be market-orientated. It is aimed to make a contribution about the phenomenon that is important to be scalable
and growing up in entrepreneurship roadmap.
Originality- Our spectacular finding reveals the issues that it is not very clear what activities under marketing
strategies startups build to be market-orientated. It is aimed to make a contribution about the phenomenon that
is important to be scalable and growing up in entrepreneurship roadmap.

Anahtar Kelimeler

Responsive Market Orientation, Innovativeness, Startup, Proactivity, Adhocracy

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