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Responsive Market Orientation: A Qualitative Research on Turkish Startup Companies

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

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.

Kaynakça

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  • Atuahene Gima, K. (1995). An Exploratory Analysis of the Impact of Market Orientation On New Product Performance. Journal of Product Innovation Management, Vol. 12, pp. 275 93. http://dx.doi.org/10.1111/1540-5885.1240275
  • Atuahene-Gima, K., Slater, S. F., & Olson, E. M. (2005). The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance. Journal of Product Innovation Management, 22(6), 464–482. http://dx.doi.org/10.1111/j.1540-5885.2005.00144.x
  • Baker, W. E., & Sinkula, J. M. (2005). Market Orientation and the New Product Paradox. Journal of Product Innovation Management, 22(6), 483–502. http://dx.doi.org/10.1111/j.1540-5885.2005.00145.x
  • Blank, S. (2006). The Four Steps to The Epiphany: Successful Strategies for Startups that Win, K&S Ranch.
  • Blank, S., & Dorf, B. (2012). The Startup Owner’s Manual: The Step-By-Step Guide for Building A Great Company. BookBaby.
  • Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive Customer Orientation and Its Role for Creating Customer Value In Global Markets. Journal of the Academy of Marketing Science, 39(2), 216–233. http://dx.doi.org/10.1007/s11747-010-0202-9
  • Cadogan, J. W., & Diamantopoulos, A. (1995). Narver and Slater, Kohli and Jaworski and the Market Orientation Construct: Integration and Internationalization. Journal of Strategic Marketing, 3(1), 41-60. https://doi.org/10.1080/09652549500000003
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  • CB Insights. (2018). “What is a Unicorn Startup?”, https://www.cbinsights.com/research-unicorn-companies (Access: 25.06.2021).
  • Curry, L. A., Nembhard, I. M., & Bradley, E. H. (2009). Qualitative And Mixed Methods Provide Unique Contributions to Outcomes Research. Circulation, 119(10), 1442- 1452. https://doi.org/10.1161/CIRCULATIONAHA.107.742775
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  • Day, G. S. (1999). Misconceptions About Market Orientation. Journal of Market-Focused Management, 4(1), 5-16. https://doi.org/10.1023/A:1009882027377
  • Deng, S., & Dart, J. (1994). Measuring Market Orientation: A Multi‐Factor, Multi‐ Item Approach. Journal of Marketing Management, 10(8), 725-742. https://doi.org/10.1080/0267257X.1994.9964318
  • Deshpandé, R., Farley, J. U., & Webster, F. E. (1993). Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57(1), 23. https://doi.org/10.1177/002224299305700102
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  • Gbadegeshin, S. A. (2018). Lean commercialization: A new framework for commercializing high technologies. Technology Innovation Management Review, 8(9).
  • Genc, E., Dayan, M., & Genc, O. F. (2019). The impact of SME internationalization on innovation: The mediating role of market and entrepreneurial orientation. Industrial Marketing Management, 82, 253-264.
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Yıl 2022, Cilt: 11 Sayı: 1, 105 - 141, 30.06.2022

Öz

Kaynakça

  • Aaker, D. A. (1988). Strategic Marketing Management, New York: JohnWiley & Sons.
  • Al Natsheh, A., Gbadegeshin, S. A., Rimpiläinen, A., Imamovic-Tokalic, I., & Zambrano, A. (2015). Identifying the challenges in commercializing high technology: A case study of quantum key distribution technology. Technology Innovation Management Review, 5(1).
  • Atuahene Gima, K. (1995). An Exploratory Analysis of the Impact of Market Orientation On New Product Performance. Journal of Product Innovation Management, Vol. 12, pp. 275 93. http://dx.doi.org/10.1111/1540-5885.1240275
  • Atuahene-Gima, K., Slater, S. F., & Olson, E. M. (2005). The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance. Journal of Product Innovation Management, 22(6), 464–482. http://dx.doi.org/10.1111/j.1540-5885.2005.00144.x
  • Baker, W. E., & Sinkula, J. M. (2005). Market Orientation and the New Product Paradox. Journal of Product Innovation Management, 22(6), 483–502. http://dx.doi.org/10.1111/j.1540-5885.2005.00145.x
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  • Blank, S., & Dorf, B. (2012). The Startup Owner’s Manual: The Step-By-Step Guide for Building A Great Company. BookBaby.
  • Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive Customer Orientation and Its Role for Creating Customer Value In Global Markets. Journal of the Academy of Marketing Science, 39(2), 216–233. http://dx.doi.org/10.1007/s11747-010-0202-9
  • Cadogan, J. W., & Diamantopoulos, A. (1995). Narver and Slater, Kohli and Jaworski and the Market Orientation Construct: Integration and Internationalization. Journal of Strategic Marketing, 3(1), 41-60. https://doi.org/10.1080/09652549500000003
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  • CB Insights. (2018). “What is a Unicorn Startup?”, https://www.cbinsights.com/research-unicorn-companies (Access: 25.06.2021).
  • Curry, L. A., Nembhard, I. M., & Bradley, E. H. (2009). Qualitative And Mixed Methods Provide Unique Contributions to Outcomes Research. Circulation, 119(10), 1442- 1452. https://doi.org/10.1161/CIRCULATIONAHA.107.742775
  • Day, G. S. (1990). Market-Driven Strategy. New York: The Free Press.
  • Day, G. S. (1994). The Capabilities of Market-Driven Organizations. The Journal of Marketing, 37-52. https://doi.org/10.1177/002224299405800404
  • Day, G. S. (1999). Misconceptions About Market Orientation. Journal of Market-Focused Management, 4(1), 5-16. https://doi.org/10.1023/A:1009882027377
  • Deng, S., & Dart, J. (1994). Measuring Market Orientation: A Multi‐Factor, Multi‐ Item Approach. Journal of Marketing Management, 10(8), 725-742. https://doi.org/10.1080/0267257X.1994.9964318
  • Deshpandé, R., Farley, J. U., & Webster, F. E. (1993). Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57(1), 23. https://doi.org/10.1177/002224299305700102
  • Deshpandé, R., & Farley, J. U. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market Focused Management, 2, 213–232. https://doi.org/10.1023/A:1009719615327.
  • Gbadegeshin, S. A. (2018). Lean commercialization: A new framework for commercializing high technologies. Technology Innovation Management Review, 8(9).
  • Genc, E., Dayan, M., & Genc, O. F. (2019). The impact of SME internationalization on innovation: The mediating role of market and entrepreneurial orientation. Industrial Marketing Management, 82, 253-264.
  • Ghezzi, A., & Cavallo, A. (2020). Agile business model innovation in digital entrepreneurship: Lean startup approaches. Journal of business research, 110, 519-537.
  • Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards A Paradigm Shift in Marketing. Asia-Australia Marketing Journal, 2(1), 9-29. http://dx.doi. org/10.1108/00251749410054774
  • Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market Orientation And Organizational Performance: Is Innovation A Missing Link?. Journal of Marketing, 62(4), 30–45. https://doi.org/10.1177/002224299806200403
  • Hills, G. E., Hultman, C. M., & Miles, M. P. (2008). The Evolution and Development of Entrepreneurial Marketing. Journal of Small Business Management 46(1), 99–112. https://doi.org/10.1111/j.1540627X.2007.00234.x
  • Hofstede, G. (1991). Cultures and organizations: Software of the mind (london and new york, McGraw hill). House, RJ, Hanges, PJ, Javidan, M., Dorfman, PW, & Gupta, V.(Eds. 2004), Airaksinen, 1-25.
  • Holstein J. A. & Gubrium J. F. (1994). Phenomenology, Ethnomethodology, and Interpretive Practice. In N. K. Denzin & Y. S. Lincoln (Ed.), Handbook of Qualitative Research (p. 262-272), Thousand Oaks, London, New Delhi: Sage Publications.
  • Hunt, S. D., & Morgan, R. M. (1995). The Comparative Advantage Theory of Competition. The Journal of Marketing, 1-15. https://doi.org/10.1177/002224299505900201
  • Hurley, R. F., & Hult, G. M. (1998). Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination. Journal of Marketing, 62(3), 42–54. https://doi.org/10.1177/002224299806200303
  • Ireland, T. (2017). “Welcome to the Big Leagues: At What Point Are You No Longer A Startup?”,https://www.business.com/articles/at-what-point-are-you-no-longer-astartup/ (Access: 10.07.2021).
  • Jaworski, B. J., & Kohli, A. K. (1993). Market Orientation: Antecedents and Consequences. The Journal of Marketing,53-70.https://doi.org/10.1177/002224299305700304
  • Jaworski, B. J., & Kohli, A. K. (1996). Market Orientation: Review, Refinement, and Roadmap, Journal of Market-Focused Management, 1(2), 119-135. https://doi.org/10.1007/BF00128686.
  • Jaworski, B.J., & Kohli, A.K. (2017) Conducting field-based, discovery-oriented research: lessons from our market orientation research experience. AMS Rev 7, 4–12.https://doi.org/10.1007/s13162-017-0088-5.
  • Karahan, K., & Varinli, İ. (2002), Pazar Yönlülük ve Bankacılık Sektöründe Bir Uygulama, Pazarlama Dünyası, 16(1), 4-11.
  • Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1. https://doi.org/10.1177/002224299005400201
  • Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation, Journal of Marketing Research, 467-477.https://doi.org/10.1177/002224379303000406
  • Kotler, Philip (2003). Marketing Management, 11th ed. Englewood Cliffs, NJ: Prentice Hall.
  • Krippendorf, K. (1980). Content Analysis: An Introduction to Its Methodology. Beverly Hills, CA: Sage Publications.
  • Kumar, K., Subramanian, R., & Yauger, C. (1998). Examining the market orientation-performance relationship: a context-specific study. Journal of management, 24(2), 201-233. https://doi.org/10.1016/S0149-2063(99)80060-9.
  • Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is Market Orientation a Source of Sustainable Competitive Advantage or Simply The Cost of Competing?. Journal of Marketing, 75(1), 16-30. https://doi.org/10.1509/jm.75.1.16.
  • Levitt, T. (1960), Marketing myopia, Harvard Business Review, Vol. 38 No. 4, pp. 45‐56. http://dx.doi.org/10.1300/J111V04N04_07.
  • Lukas, Bryan and Ferrell, O.C. (2000). The Effect of Market Orientation on Product Innovation. Journal of the Academy of Marketing Science, 28(2):239–247. https://doi.org/10.1177/0092070300282005
  • Lunden, I. (2020). “Zynga Acquires Turkey’s Peak Games for $1.8B, After Buying Its Card Games Studio for $100M in 2017”, https://techcrunch.com. (Access: 11.06.2021).
  • McDonald, R. M., & Eisenhardt, K. M. (2020). Parallel play: Startups, nascent markets, and effective business-model design. Administrative Science Quarterly, 65(2), 483- 523.
  • Miles, M. P., & Darroch, J. (2006). Large Firms, Entrepreneurial Marketing Processes, and the Cycle of Competitive Advantage. European Journal of Marketing, 40(5/6), 485-501. https://doi.org/10.1108/03090560610657804
  • Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability, Journal of Marketing, 20-35.https://doi.org/10.1177/002224299005400403
  • Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and Proactive Market Orientation and Newproduct Success. Journal of Product Innovation Management, 21(5), 334–347. https://doi.org/10.1111/j.0737-6782.2004.00086.x
  • OECD/EU/EBRD/ETF/SEECEL. (2016), SME Policy Index: Western Balkans and Turkey 2016: Assessing the Implementation of the Small Business Act for Europe, SME Policy Index, OECD Publishing, Paris.
  • Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries. Game Changers, and Challengers, John Wiley & Sons.
  • Örnek, A. S., & Danyal, Y. (2015). Increased Importance of Entrepreneurship From Entrepreneurship to Techno-Entrepreneurship (Startup): Provided Supports and Conveniences to Techno-Entrepreneurs in Turkey. Procedia-Social and Behavioral Sciences, 195, 1146-1155. https://doi.org/10.1016/j.sbspro.2015.06.164
  • Pelham, A. M. (2000), Market Orientation and Other Potential Influences on Performance in Small and Medium-Sized Manufacturing Firms, Journal of Small Business Management, 38(1), 48-67.
  • Pelham, A. M., & Wilson, D. T. (1995). A Longitudinal Study of the Impact of Market Structure, Firm Structure, Strategy, and Market Orientation Culture on Dimensions of Small-Firm Performance. Journal of The Academy of Marketing Science, 24(1), 27-43. https://doi.org/10.1177/009207039602400103
  • Picken, J. C. (2017). From Startup to Scalable Enterprise: Laying the Foundation. Business Horizons, 60(5), 587- 595. https://doi.org/10.1016/j.bushor.2017.05.002
  • Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York Free Press: 1980
  • Qureshi, M. S., Aziz, N., & Mian, S. A. (2017). How Marketing Capabilities Shape Entrepreneurial Firm’s Performance? Evidence From New Technology Based Firms in Turkey. Journal Of Global Entrepreneurship Research, 7(1), 15. https://doi.org/10.1186/s40497-017-0071-5
  • Raju, P. S., Lonial, S. C., & Crum, M. D. (2011). Market Orientation in The Context of Smes: A Conceptual Framework. Journal of Business Research, 64(12), 1320-1326. https://doi.org/10.1016/j.jbusres.2010.12.002
  • Ries, E. (2011). The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Books.
  • Roche, M. P., Conti, A., & Rothaermel, F. T. (2020). Different founders, different venture outcomes: A comparative analysis of academic and non-academic startups. Research Policy, 49(10), 104062.
  • Rubera, G., & Kirca, A. H. (2012). Firm innovativeness and its performance outcomes: A meta-analytic review and theoretical integration. Journal of Marketing, 76(3), 130-147.
  • Ruekert, R. W. (1992). Developing A Market Orientation: An Organizational Strategy Perspective. International Journal of Research in Marketing, 9(3), 225-245. https://doi.org/10.1016/0167-8116(92)90019-H
  • Rust, Roland T. and Oliver, Richard L. (2000). Should We Delight the Customer?. Journal of the Academy of Marketing Science, 28(1):86–94. https://doi.org/10.1177/0092070300281008
  • Schindehutte, M., Morris, M. H., & Kocak, A. (2008). Understanding Market-Driving Behavior: The Role of Entrepreneurship. Journal of Small Business Management, 46(1), 4–26. http://dx.doi.org/10.1111/j.1540-627X.2007.00228.x
  • Schulze, A., Townsend, J. D., & Talay, M. B. (2022). Completing the market orientation matrix: The impact of proactive competitor orientation on innovation and firm performance. Industrial Marketing Management, 103, 198-214.
  • Schumpeter, J. A. (1934). The Theory of Economic Development. London: Routledge. Shapiro, B. P. (1988), What the Hell Is “Market Oriented’’? , Harvard Business Review, 66(6), 119.
  • Shontell, A. (2014). “This Is The Definite Definition of A Startup”, http://www.businessinsider.com/author/alyson-shontell (Access: 21.07.2021).
  • Slater, S. F., & Narver, J. C. (1994). Does Competitive Environment Moderate the Market Orientation-Performance Relationship?. The Journal of Marketing, 46-55. https://doi.org/10.1177/002224299405800104.
  • Stanko, M. A., & Bonner, J. M. (2013). Projective customer competence: Projecting future customer needs that drive innovation performance. Industrial marketing management, 42(8), 1255-1265.
  • Şahin, B. (2018). Pazar Odaklılık Bileşenlerinin Firma Performansına Etkileri: Ankara’da Faaliyet Gösteren Startuplar Üzerine Bir Uygulama. Business & Management Studies: An International Journal, 6(2), 675-693. https://doi.org/10.15295/bmij.v6i2.274
  • Şen, M. (2014). “Startup Alaturka”. https://2kere2beseder.files.wordpress.com/2014/04/startup_alaturka_4_pdf.pdf. (Access: 15.07.2021).
  • Tiba, S., Van Rijnsoever, F. J., & Hekkert, M. P. (2021). Sustainability Startups And Where to Find Them: Investigating the Share of Sustainability Startups Across Entrepreneurial Ecosystems and The Causal Drivers Of Differences. Journal of Cleaner Production, 306, 127054. https://doi.org/10.1016/j.jclepro.2021.127054
  • Tsai, K. H., Chou, C., & Kuo, J. H. (2008). The Curvilinear Relationships Between Responsive and Proactive Market Orientations and New Product Performance: A Contingent Link. Industrial Marketing Management, 37(8), 884–894. https://doi.org/10.1016/j.indmarman.2007.03.005
  • Ulukan, G. (2021). “Getir, Sequoia Capital ve Tiger Global’dan 300 Milyon Dolar Yatırım Alarak Unicorn Oldu”. www.webrazzi.com. (Access: 02.06.2021).
  • Van de Ven, A. H. (1986). Central Problems in the Management of Innovation. Management Science, 32(5), 590-607. https://doi.org/10.1287/mnsc.32.5.590
  • Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed.). Thousand Oaks, California: Sage Publications
  • Weber, J., Holmes, S., & Palmeri, C. (2005). “Mosh Pits Of Creativity”. Business
  • Week, 3958, 98-100. Https://www.cbinsights.com/research/Startup-Failure-Reasons-Top/(Access:10.06.2021).
  • Webster, Frederick E., Jr. (1988). The Rediscovery of the Marketing Concept. Business Horizons, 31 (May-June), 29-39. https://doi.org/10.1016/0007-6813(88)90006-7
  • Wolfe, R.A. (1994). Organizational Innovation: Review, Critique, and Suggested Research Directions. Journal of Management Studies 31(3):405–431. https://doi.org/10.1111/j.1467-6486.1994.tb00624.x.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. http://dx.doi.org/10.2307/1251446.
Toplam 78 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Research Article
Yazarlar

Begüm Şahin Bu kişi benim 0000-0003-2013-5060

Ünsal Sığrı Bu kişi benim 0000-0002-8870-7398

Yayımlanma Tarihi 30 Haziran 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 11 Sayı: 1

Kaynak Göster

APA Şahin, B., & Sığrı, Ü. (2022). Responsive Market Orientation: A Qualitative Research on Turkish Startup Companies. Journal of Entrepreneurship and Innovation Management, 11(1), 105-141.