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  4. Publikationen School of Management and Law
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dc.contributor.authorBjörck, Albena-
dc.contributor.authorSievers, Henrik-
dc.contributor.authorAinamo, Antti-
dc.contributor.authorHacklin, Fredrik-
dc.contributor.authorSalo, Jari-
dc.date.accessioned2023-03-02T17:13:34Z-
dc.date.available2023-03-02T17:13:34Z-
dc.date.issued2022-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/27198-
dc.description.abstractThe concept of market orientation (MO) has received widespread attention within the literature on marketing, strategy and innovation during past decades. More recent developments within the debate have given rise to explaining MO by disentangling the construct into two conceptually distinct perspectives of agency—market driving, and market-driven behavior. Although these two strategic orientations are considered highly complementary, the relatedness and dynamics between them largely remains a ‘black box’: the questions of how, when, and under which specific environmental conditions they can be combined to achieve better overall performance, has 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 to further uncover the dynamics pertinent to MO, thereby gaining a richer and more 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.de_CH
dc.language.isoende_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectMarket orientationde_CH
dc.subjectMarket-drivingde_CH
dc.subjectMarket-drivende_CH
dc.subjectDynamic process modelde_CH
dc.subjectCo-evolutionary lock-inde_CH
dc.subjectPath dependencyde_CH
dc.subjectIndustry evolutionde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleWinning over the market orientation trap : an evolutionary perspective on the deliberate iteration between market driving and market-driven orientationsde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.conference.details22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewKeine Begutachtungde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Björck, A., Sievers, H., Ainamo, A., Hacklin, F., & Salo, J. (2022). Winning over the market orientation trap : an evolutionary perspective on the deliberate iteration between market driving and market-driven orientations. 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.
Björck, A. et al. (2022) ‘Winning over the market orientation trap : an evolutionary perspective on the deliberate iteration between market driving and market-driven orientations’, in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.
A. Björck, H. Sievers, A. Ainamo, F. Hacklin, and J. Salo, “Winning over the market orientation trap : an evolutionary perspective on the deliberate iteration between market driving and market-driven orientations,” in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.
BJÖRCK, Albena, Henrik SIEVERS, Antti AINAMO, Fredrik HACKLIN und Jari SALO, 2022. Winning over the market orientation trap : an evolutionary perspective on the deliberate iteration between market driving and market-driven orientations. In: 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022. Conference paper. 2022
Björck, Albena, Henrik Sievers, Antti Ainamo, Fredrik Hacklin, and Jari Salo. 2022. “Winning over the Market Orientation Trap : An Evolutionary Perspective on the Deliberate Iteration between Market Driving and Market-Driven Orientations.” Conference paper. In 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.
Björck, Albena, et al. “Winning over the Market Orientation Trap : An Evolutionary Perspective on the Deliberate Iteration between Market Driving and Market-Driven Orientations.” 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.


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