This paper focuses on Rong and Wilkinson's (2011) recognition of market orientation as process related and considers the implications for research into these processes. Considered are the nature and role of processes and mechanisms by which firms “orient” to the markets in which they operate. Research into processes and their mechanisms represent an important but neglected area of research into firms’ market activities. Methods that can be used to study processes are considered with agent-based simulation highlighted as a particularly fruitful way of doing so.
Get full access to this article
View all access options for this article.
References
1.
AbbottA.Time Matters: On Theory and Method2001University of Chicago PressChicago
2.
AndersonC.HakanssonH.JohansonJ.Dyadic business relationships within a business network contextJournal of Marketing58319941–15
3.
AndersonJ.NarusJ.Business Market Management: Understanding, Creating, and Delivering Valuesecond ed.2003PearsonNew York
4.
BanduraA.Self-efficacy: towards a unifying theory of behavioural changePsychological Review841977191–215
5.
BungeM.Mechanism and explanationPhilosophy of the Social Sciences2741997410–465
6.
Blankenburg-HolmD.ErikssonK.JohansonJ.Business networks and cooperation in international business relationshipsJournal of International Business Studies27519961033–1053
7.
DenizeS.YoungL.Concerning trust and informationIndustrial Marketing Management3672007968–982
8.
DeissenbergC.van der HoogS.DawidH.Eurace: a massively parallel agent-based model of the European economyApplied Mathematical Computing20422008541–552
9.
EastonG., WileyJ., WilkinsonI., 1999. Simulating industrial relationships with evolutionary models. In: 28th European Marketing Academy Annual Conference.
10.
EastonG.GeorgievaK.WilkinsonI.On the edge of chaos: towards evolutionary models of industrial networks in Hans GeorgGemundenThomas RitterRelationships and Networks in International Markets1997Elsevier273–294
11.
EastonG.GeorgievaK.WilkinsonI.BrooksR.Understanding the dynamics of industrial networks using Kauffman boolean networksAdvances in Complex Systems1112008139–164
12.
EpsteinJ.M.Generative Social Science2006Princeton University PressPrinceton
13.
FølgesvoldA.PrenkertF.Magic Pelagic – an agent-based simulation of 20 years of emergent value accumulation in the North Atlantic herring exchange systemIndustrial Marketing Management3852009529–540
HeldF.MarksR.WilkinsonI.YoungL.Exploring the dynamics of economic networks: First steps of a research projectWorld Congress of Social Simulation2010KassellGermany
16.
HeldF.MarksR.WilkinsonI.YoungL.Towards simulation models of the dynamics of business relations and networksIndustrial Marketing and Purchasing Conference2010BudapestHungary
17.
HedströmP.Dissecting the Social: On the Principles of Analytical Sociology2005Cambridge University PressCambridge, UK
18.
HeiderF.The Psychology of Interpersonal Relations1958WileyNew York
19.
KolhiA.JaworskiB.Market orientation: the construct, research propositions and managerial implicationsJournal of Marketing54219901–16
20.
PettigrewA.The character and significance of strategy process researchStrategic Management Journal1319925–16
21.
RongB.WilkinsonI.F.What do managers’ survey responses mean and what affects them? The case of market orientation and firm performanceAustralasian Marketing Journal1932011137–147
22.
StermanJ.Business Dynamics: Systems Thinking and Modeling for a Complex World2000McGraw-HillNew York, NY
23.
SydowJ.SchreyöggG.KochJ.Organizational path dependence. Opening the black boxAcademy of Management Review3442009689–709
24.
TsoukasH.The validity of idiographic research explanationsAcademy of Management Review141989551–561
25.
Van de VenA.PooleM.Alternative approaches for studying organizational changeOrganisation Studies26920051377–1404
26.
WeickK.Making Sense of the Organization2000Blackwell PublishersMalden, MA
27.
WileyJ.WilkinsonI.YoungL.A comparison of European and Chinese supplier and customer functions and the impact of connected relationsJournal of Business and Industrial Marketing241200935–45
28.
WilkinsonI.YoungL.Business dancing: an alternative paradigm for relationship marketingAsia-Australia Marketing Journal21199426–41
29.
WilkinsonI.YoungL.On cooperating: firms, relationships and networksJournal of Business Research5522002123–133
30.
WilkinsonI.YoungL.Towards a normative theory of normative marketing theoryJournal of Marketing Theory542005363–396
31.
WilkinsonI.YoungL.LadleyD.Group selection versus individual selection and the evolution of cooperation in business networksIndustrial Marketing and Purchasing Conference2007ManchesterUK
