Antecedent Market Orientation

The greater the junior

The greater the variability over time in the gap managers' ambiguity about
Senior Management be- tween top managers' communications and the organization's desire to be
Factors actions relating to a market orientation, the market oriented, the lower the
greater the junior managers' ambiguity about the market orientation of the
organization's desire to be market oriented Middle manager organization
Communication- Action
Gap of Top Management ambiguity

The greater the risk aversion of top managers, the lower the market orientation of
Risk Aversion of Top the organization
Management
The greater the senior managers' (1) educational attainment and (2) upward
Upward Mobility and mobility, the greater the market orientation of the organization
Education of Top Market
Management Orientation

The more positive the senior managers' attitude to- ward change, the greater the
Top Management market orientation of the organization.
Attitude Toward Changes

Marketing Manager
Interdepartmental
Ability to Win Trust of
Conflict The greater the interdepartmental
Non-Marketing Manager The greater the ability of top
marketing managers to win the conflict, the lower the market
confidence of senior non- orientation of the organization.
marketing managers, the lower
the interdepartmental conflict.
 Antecedent Market Orientation

Interdepartmental
Dynamics

The greater the interdepartmental conflict, the lower the market orientation of the
Interdepartmental organization
Conflict

The greater the interdepartmental connectedness, the greater the market

Interdepartmental orientation of the organization. Market
Connectedness Orientation
As

The greater the concern for ideas of employees in other departments, the
Concern For Ideas Of greater the market orientation of the organization.
Other Departments
 Antecedent Market Orientation

Organizational
System
The greater the departmentalization, (1) the lower the intelligence generation,
dissemination, and response design and (2) the greater the response implementation.
Departmentalization
P9b:

The greater the formalization, (1) lower the intelligence generation, dissemination,
and response design and (2) the greater the response implementation
Formalization
The greater the centralization, (1) the lower the intelligence generation,
dissemination, and response design and (2) the greater the response
implementation.
Centralization Market
The Orientation
The greater the reliance on market-based factors for evaluating and rewarding
Market- Based Reward managers, the greater the market orientation.
System
of the organization

Acceptance of Political Interdepartmental

Behavior The greater the Conflict The greater the
acceptance of interdepartmental
political behavior conflict, the lower
in an organization, the market
the greater the orientation of the
interdepartmental organization
conflict.
Market Orientation Consequences Moderators
The greater the perceived expertise of the source generating market
intelligence, the greater the responsiveness to it by the organization
Market
The greater the perceived trustworthiness of the source generating Turbulence
market intelligence, the greater the responsiveness to it by the
organization

The smaller the challenge to the status quo posed by market

Responsiveness
intelligence, the greater (1) its dissemination and (2) the
responsiveness to it by the organization. Technological
Turbulence
The greater the political acceptability of market intelligence, the
greater (1) its dissemination and (2) the responsiveness to it by the
organization.

Market Consequences
The greater the market orientation of an organization, the higher its
Orientation business performance. Business
The greater the competition, the
Performance Competition
stronger the relationship between a
market orientation and business
The greater the market orientation, the greater the (1) spirit de corps, performance.
(2) job satisfaction, and (3) organizational commitment of employees.
Employee
Response

Customer Economy
The greater the market orientation, (1) the greater the customer
attitudes and
satisfaction and (2) the greater the repeat business from customers..
behavior