英语论文网

Exploration of Organizational and Managerial Characteristics of A Market-oriented Company and the Antecedents of This Orientation
 Abstract
 A great many companies have changed from product orientation to market orientation. The importance of market orientation has been positively advocated and highlighted. This essay explores topic relating market orientation comprehensively. The organizational and managerial characteristics of market-oriented companies are searched, and the antecedents of market orientation of market-oriented companies are investigated. Other issues like market orientation and performance, market orientation measurement and forms of market orientation are all involved. The market orientation of Honda is used as a case. After examining the market-oriented activities of Honda, this essay generally assess the market orientation of Honda and offers some suggestions.
1.Introduction
 In the past two decades market orientation has been hotly discussed by academics and practitioners in market field. Kotler (2000) asserts that market orientation is the central concept of Marketing. Many academic from other fields also found market orientation relevant to their work (Besanko et al., 2000). Its significant role in companies’ success has been realized as well (Collins & Porras, 1994).
1.1 Concept of Market Orientation
1.2 Market Orientation Measurement
1.3 Consequences of Market Orientation
2 Organizational Characteristics of a Market-oriented Company
3 Managerial Characteristics of Market-oriented Company
4 Antecedents of Market Orientation
5 Market Orientations in Honda
5.1 Honda and Its Marketing
5.2 Market Orientation in Honda
5.3 Evaluating Honda’s Orientation
6.Conclusion

References
Agarwal, Sanjeev, Krishna M. Erramilli, and Chekitan D. Dev (2003), “Market Orientation and Performance in Service Firms: Role of Innovation,” Journal of Services Marketing, 17 (1), 68–82.
Angela Dobele, David Toleman and Michael Beverland (2005) Controlled infection! Spreading the brand message through viral marketing, Business Horizons 48, 143—149.
Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4), 467-477.
Besanko, David, David Dranove, and Mark Shanley (2000) Economics of Strategy, 2d ed. New York: John Wiley & Sons.
Bhuian, Shahid N. (1997), “Exploring Market Orientation in Banks: An Empirical Examination in Saudi Arabia,” The Journal of Services Marketing, 11 (5), 317–28.
Brendan Gray, Sheelagh Matear, Christo Boshoff, Phil Matheson, (1998) "Developing a better measure of market orientation", European Journal of Marketing, Vol. 32 Iss: 9/10, pp.884 – 903