Market orientation processes in retailing: a cross-national study

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Market orientation processes in retailing: a cross-national study. / Elg, Ulf.

In: European Journal of Marketing, Vol. 41, No. 5-6, 2007, p. 568-589.

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TY - JOUR

T1 - Market orientation processes in retailing: a cross-national study

AU - Elg, Ulf

PY - 2007

Y1 - 2007

N2 - Purpose - The main purpose is to provide an in-depth understanding of market orientation in retailing and to identify the specific activities that have to be understood and managed in order for a retail firm to become market oriented. Design/methodology/approach - Qualitative studies of six firms in Sweden, Italy and the UK were carried out, including in-depth interviews with retail managers and manufacturers. Findings - Three market orientation processes on different operational levels are identified, including critical activities that support each process. Linkages between retail market orientation and different background characteristics are also identified. Research limitations/implications - The qualitative, in-depth approach using a limited number of respondents means that the results are not generalizable. The findings can serve as a basis for future operationalizations of retail market orientation in order to measure the degree of retail market orientation as well as its character with regards to the emphasis a certain retailer puts on each of the processes. Practical implications - The identified three processes and the corresponding activities can assist retailer managers in developing a more systematic market orientation approach. Originality/value - The paper is a first attempt to develop a framework for market orientation in retailing based on the specific nature of retail marketing and management. It also shows that the quality and relevance of the market data in relation to the specific strategic activity that it is expected to support should be given much more consideration.

AB - Purpose - The main purpose is to provide an in-depth understanding of market orientation in retailing and to identify the specific activities that have to be understood and managed in order for a retail firm to become market oriented. Design/methodology/approach - Qualitative studies of six firms in Sweden, Italy and the UK were carried out, including in-depth interviews with retail managers and manufacturers. Findings - Three market orientation processes on different operational levels are identified, including critical activities that support each process. Linkages between retail market orientation and different background characteristics are also identified. Research limitations/implications - The qualitative, in-depth approach using a limited number of respondents means that the results are not generalizable. The findings can serve as a basis for future operationalizations of retail market orientation in order to measure the degree of retail market orientation as well as its character with regards to the emphasis a certain retailer puts on each of the processes. Practical implications - The identified three processes and the corresponding activities can assist retailer managers in developing a more systematic market orientation approach. Originality/value - The paper is a first attempt to develop a framework for market orientation in retailing based on the specific nature of retail marketing and management. It also shows that the quality and relevance of the market data in relation to the specific strategic activity that it is expected to support should be given much more consideration.

KW - Sweden

KW - Italy

KW - distribution

KW - market orientation

KW - retailing

KW - Kingdom

KW - United

U2 - 10.1108/03090560710737615

DO - 10.1108/03090560710737615

M3 - Article

VL - 41

SP - 568

EP - 589

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 5-6

ER -