Winning over the market orientation trap : a dynamic process model of market orientation evolution

Björck, Albena; Sievers, Henrik; Ainamo, Antti; Hacklin, Fredrik; Salo, Jari

doi:10.5465/AMBPP.2022.15608abstract

Publication type:	Conference paper
Type of review:	Peer review (publication)
Title:	Winning over the market orientation trap : a dynamic process model of market orientation evolution
Authors:	Björck, Albena Sievers, Henrik Ainamo, Antti Hacklin, Fredrik Salo, Jari
et. al:	No
DOI:	10.5465/AMBPP.2022.15608abstract
Proceedings:	Academy of Management Proceedings
Volume(Issue):	2022
Issue:	1
Conference details:	82nd Annual Meeting of the Academy of Management, Seattle, USA, 5-9 August 2022
Issue Date:	2022
Publisher / Ed. Institution:	Academy of Management
ISSN:	0065-0668 2151-6561
Language:	English
Subject (DDC):	658.8: Marketing management
Abstract:	The concept of market orientation (MO) has received widespread attention within the literature on marketing, strategy, and innovation during past decades. More recent debate has given rise to two conceptually distinct MO perspectives—market driving, and market-driven behavior. Although these two strategic orientations are considered highly complementary, the relatedness and dynamics between them largely remain a ‘black box’: the questions of how, when, and under which environmental conditions they can be combined to achieve better overall performance, have remained largely understudied. Against this background, our study introduces a novel, previously neglected perspective on MO: the dimension of time. Building on a longitudinal, embedded case study examining a leading European state-owned telecom operator over a perspective of 22 years, we develop a process study of the MO dynamics, thereby gaining a richer and multifaceted understanding of how different forms of MO unfold and interact. We offer two main propositions. First, we theorize on the gradually shifting co-evolution of proactive and reactive positioning within MO. Second, we identify effects of lock-in created in the transition from market driving to market-driven phases, leading to what we refer to as the “MO trap”. We contribute to connecting the dots between theories of marketing strategy and industry dynamics, and offer managerial implications.
URI:	https://digitalcollection.zhaw.ch/handle/11475/27196
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Appears in collections:	Publikationen School of Management and Law

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Björck, A., Sievers, H., Ainamo, A., Hacklin, F., & Salo, J. (2022). Winning over the market orientation trap : a dynamic process model of market orientation evolution [Conference paper]. Academy of Management Proceedings, 2022(1). https://doi.org/10.5465/AMBPP.2022.15608abstract

Björck, A. et al. (2022) ‘Winning over the market orientation trap : a dynamic process model of market orientation evolution’, in Academy of Management Proceedings. Academy of Management. Available at: https://doi.org/10.5465/AMBPP.2022.15608abstract.

A. Björck, H. Sievers, A. Ainamo, F. Hacklin, and J. Salo, “Winning over the market orientation trap : a dynamic process model of market orientation evolution,” in Academy of Management Proceedings, 2022, vol. 2022, no. 1. doi: 10.5465/AMBPP.2022.15608abstract.

BJÖRCK, Albena, Henrik SIEVERS, Antti AINAMO, Fredrik HACKLIN und Jari SALO, 2022. Winning over the market orientation trap : a dynamic process model of market orientation evolution. In: Academy of Management Proceedings. Conference paper. Academy of Management. 2022

Björck, Albena, Henrik Sievers, Antti Ainamo, Fredrik Hacklin, and Jari Salo. 2022. “Winning over the Market Orientation Trap : A Dynamic Process Model of Market Orientation Evolution.” Conference paper. In Academy of Management Proceedings. Vol. 2022. Academy of Management. https://doi.org/10.5465/AMBPP.2022.15608abstract.

Björck, Albena, et al. “Winning over the Market Orientation Trap : A Dynamic Process Model of Market Orientation Evolution.” Academy of Management Proceedings, vol. 2022, no. 1, Academy of Management, 2022, https://doi.org/10.5465/AMBPP.2022.15608abstract.