Advancing Market Orientation of Service Companies

Abstract

In this paper two important challenges regarding the market orientation of the service companies are addressed through literature review. Firstly, an overview of conceptual development regarding this construct is made. The challenge that results from this overview is based on finding, that initial conceptualizations largely neglect managerial and organizational issues related with implementation and enhancement of market orientation. Secondly, implications for conceptualizing and assessing the market orientation construct in a services companies are presented. As service context normally requires an adjusted managerial approach to marketing, key organizational areas requiring adjustments are pointed out and implications for market orientation conceptualization and measurement are discussed. On this basis, an alternative conceptual model separating strategic direction from the key organizational leverages of market orientation is proposed, which better suits the addressed challenges. Key words: Market orientation, Marketing concept, Services marketing, Strategic management