Transition to a market orientation: preliminary evidence from China.

Bathgate, Ian, Omar, Maktoba, Nwankwo, Sonny and Zhang, Yinan (2006) Transition to a market orientation: preliminary evidence from China. Marketing Intelligence & Planning, 24 (4). pp. 332-346. ISSN 0263 4503

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Purpose – The research objective was to assess the challenges of transition that firms face in adopting a market orientation in China, as the basis for providing a context-specific explanation of market orientation.
Design/methodology/approach – A sample from the He Bei Light Industry Directory was selected by the systematic-selection-from-lists procedure. The survey instrument was adapted from the widely used MARKOR scale.
Findings – Although some of the early results are consistent with those obtained in the West, an underlying lacuna needs to be addressed in order for a useful culture-sensitive interpretation of market orientation to be offered vis-à-vis locale-specific knowledge. Research implications/limitations – While there can be little doubt that market orientation delivers superior performance in developed western economies, implementations in many transition-economy contexts reveal a range of paradoxes, which point to some gaps in both the theory and practice of marketing.
Originality/value – A useful explanation of market orientation in transition economies should necessarily embed an approach that accommodates the institutional peculiarities of the environment under study, focusing the temporal, spatial and wider socio-cultural and historical characteristics of marketing itself.

Item Type: Article
Print ISSN: 0263 4503
Uncontrolled Keywords: China; market orientation; transition management;
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 300 Social sciences > 330 Economics > 332 Financial economics
600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HG Finance
Item ID: 2087
Depositing User: RAE Import
Date Deposited: 18 Feb 2008 11:25
Last Modified: 26 Mar 2013 11:42

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