The work of Jaworski and Kohli (1993) has inspired a substantial body of literature on market orientation, but most replications of their original framework have been in developed countries. This article reports the results of a Ghanaian study that revisits Jaworski and Kohli's framework, and the authors compare the findings with a similar study that was conducted in the Ivory Coast. The authors provide evidence in support of the robustness of the framework and draw attention to the possible variations in the interpretation of the constituent constructs in the original framework. The variations are attributable to cultural differences that affect management practices in different societies.
Get full access to this article
View all access options for this article.
References
1.
Appiah-AduKwaku (1997), “Marketing in Emerging Countries: Evidence From a Liberalized Economy,”Marketing Intelligence and Planning, 15(6), 291–98.
2.
Appiah-AduKwaku (1999), “The Impact of Economic Reform on Business Performance: A Study of Foreign and Domestic Firms in Ghana,”International Business Review, 8(4), 463–86.
3.
Appiah-AduKwaku, and BlanksonCharles (1998), “Business Strategy, Organizational Culture, and Market Orientation,”Thunderbird International Business Review, 40(3), 235–56.
4.
Appiah-AduKwaku, and SinghS. (1998), “Market Orientation and Performance: An Empirical Study of British SMEs,”The Journal of Entrepreneurship, 7(1), 27–47.
5.
AvlonitisGeorge J., and GounarisSpiros P. (1999), “Marketing Orientation and Its Determinants: An Empirical Analysis,”European Journal of Marketing, 33(11), 1003–1037.
6.
BakerW.E., and SinkulaJames M. (1999), “Learning Orientation, Market Orientation, and Innovation: Integrating and Extending Models of Organizational Performance,”Journal of Market Focused Management, 4(4), 295–308.
7.
BekerJan, and HomburgChristian (1999), “Market-Oriented Management: A System-Based Perspective,”Journal of Market Focused Management, 4(1), 17–41.
8.
BluntPeter, and JonesMerrick L. (1995), “Exploring the Limits of Western Leadership Theory in East Asia and Africa,”Personnel Review, 26(1), 6–23.
9.
BowerJohn I. (1970), Managing Resource Allocation Process.Boston: Division of Research, Harvard Business School.
10.
BrunssonNils (2000), The Irrational Organization.Bergen, The Netherlands: Fagbokforlaget.
11.
BurgelmanRobert A. (1983), “A Process Model of Internal Corporate Venturing in the Diversified Major Firm,”Administrative Science Quarterly, 28(2), 223–44.
12.
CadoganJohn W., DiamantopoulosAdamantios, and de MortangesCharles Pahud (1999), “A Measure of Export Market Orientation: Scale Development and Cross-Cultural Validation,”Journal of International Business Studies, 30(4), 689–707.
13.
CeluchKevin G., KasoufChickery J., and StrieterJeffrey C. (2000), “The Influence of Organizational Market Orientation on Individual-Level Market-Oriented Cognitions,”Psychology and Marketing, 17(11), 935–54.
14.
ChangT., and ChenS.-J. (1998), “Market Orientation, Service Quality and Business Profitability: A Conceptual Model and Empirical Evidence,”Journal of Service Marketing, 12(4), 246–64.
15.
ChelariuChristian, OuattarraAbdoulaye, and DadzieKofi Q. (2002), “Market Orientation in Ivory Coast: Measurement Validity and Organizational Antecedents in a Sub-Saharan African Economy,”Journal of Business and Industrial Marketing, 17(6), 456–70.
16.
ConduitJodie, and MavondoFelix T. (2001), “How Critical Is International Customer Orientation to Market Orientation?”Journal of Business Research, 51(1), 11–24.
17.
DengShengliang, and DartJack (1999), “The Market Orientation of Chinese Enterprises During a Time of Transition,”European Journal of Marketing, 33(5), 631–54.
18.
DeshpandéRohit (1982), “The Organizational Context of Market Research Use,”Journal of Marketing, 46(Fall), 98–108.
19.
DeshpandéRohit, and FarleyJohn U. (1999), “Executive Insights: Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms,”Journal of International Marketing, 17(4), 353–62.
20.
DeshpandéRohit, and ZaltmanGerald (1984), “A Comparison of Factors Affecting Researcher and Manager Perception of Market Research Use,”Journal of Marketing Research, 21(2), 32–38.
21.
DobniC.B., and LuffmanG. (2000), “Implementing Marketing Strategy Through Market Orientation,”Journal of Marketing Management, 16(8), 895–916.
22.
EgerenM.V., and O'ConnorS. (1998), “Drivers of Market Orientation and Performance in Service Firms,”Journal of Service Marketing, 12(1), 39–58.
23.
FarrellMark A. (2000), “Developing a Market-Oriented Learning Organization,”Australian Journal of Management, 25(2), 201–222.
24.
GreenleyGordon E. (1995a), “Forms of Market Orientation in U.K. Companies,”Journal of Management Studies, 32(1), 47–66.
25.
GreenleyGordon E. (1995b), “Market Orientation and Company Performance: Empirical Evidence from U.K. Companies,”British Journal of Management, 6(1), 1–13.
26.
HofstedeGeert (1980), Culture's Consequences: International Differences in Work Related Values.Beverly Hills, CA: Sage Publications.
27.
HofstedeGeert (1991), Cultures and Organizations: Software of the Mind.London: McGraw-Hill.
28.
HooleyGraham, FahyJohn, CoxTony, BeracsJozsef, FonfaraKrzysztof, and SnojBoris (1999), “Marketing Capabilities and Firm Performance: A Hierarchical Model,”Journal of Market Focused Management, 4(3), 259–78.
29.
JaworskiBernard J., and KohliAjay K. (1993), “Market Orientation: Antecedents and Consequences,”Journal of Marketing, 57(July), 53–70.
30.
KohliAjay K., and JaworskiBernard J. (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,”Journal of Marketing, 54(April), 1–18.
31.
KuadaJohn (1994), Managerial Behavior in Ghana and Kenya: A Cultural Perspective.Aalborg, Denmark: Aalborg University Press.
32.
KuadaJohn, and SørensenOlav Jull (2000), Internationalization of Companies from Developing Countries.New York: International Business Press.
33.
KwonYung-Chul, and HuMichael Y. (2000), “Market Orientation Among Small Korean Exporters,”International Business Review, 9(1), 61–75.
34.
LaffertyBarbara A., and TomasG., HultM. (2001), “A Synthesis of Contemporary Market Orientation Perspectives,”European Journal of Marketing, 35(1), 92–109.
35.
LangerakFred (2001), “The Relationship Between Customer and Supplier Perceptions of the Manufacturer's Market Orientation and Its Business Performance,”International Journal of Market Research, 43(1), 43–62.
36.
LeonardDavid K. (1987), “The Political Realities of African Management,”World Development, 15(7), 899–910.
37.
MavondoFelix Tinoziva (1999), “Market Orientation: Scale Invariance and Relationship to Generic Strategies Across Two Countries,”Journal of Market Focused Management, 4(2), 125–42.
MontgomeryJohn D. (1987), “Probing Managerial Behavior: Image and Reality in Southern Africa,”World Development, 15(7), 911–29.
40.
NarverJohn C., and SlaterStanley F. (1990), “The Effect of Market Orientation on Business Profitability,”Journal of Marketing, 54(October), 20–35.
41.
NgaiJimmy, HungChan, and EllisPaul (1998), “Market Orientation and Business Performance: Some Evidence from Hong Kong,”International Marketing Review, 15(2), 119–39.
42.
OkoroafoSam C., and TorkornooHope (1995), “Marketing Decisions and Performance in Economic Reform in African Countries,”Journal of Global Marketing, 8(3-4), 85–102.
43.
RamaseshanB., CaruanaAlbert, and PangLoo Soon (2002), “The Effect of Market Orientation on New Product Performance: A Study Among Singaporean Firms,”Journal of Product and Brand Management, 11(6), 399–409.
44.
RuekertRobert W. (1992), “Developing a Market Orientation: An Organizational Strategy Perspective,”International Journal of Research in Marketing, 9(3), 225–45.
45.
SalamanG., and ButlerJ. (1990), “Why Managers Won't Learn,”Management Education and Development, 21(3), 183–91.
46.
SelnesFred, JaworskiBernard J., and KohliAjay K. (1996), “Market Orientation in United States and Scandinavian Companies: A Cross-Cultural Study,”Scandinavian Journal of Management, 12(2), 139–57.
47.
ShohamAviv, and RoseGregory M. (2001), “Market Orientation: A Replication, Cross-National Comparison and Extension,”Journal of Global Marketing, 14(4), 5–25.
48.
SinLeo Y.M., and TseAlan C.B. (2000), “How Does Marketing Effectiveness Mediate the Effect of Organizational Culture on Business Performance? The Case of Service Firms,”Journal of Service Marketing, 14(4), 295–309.
49.
SlaterStanley F., and NarverJohn C. (1995), “Market Orientation and the Learning Organization,”Journal of Marketing, 59(3), 63–74.
50.
TumaElias H. (1988), “Institutionalized Obstacles to Development: The Case of Egypt,”World Development, 16(10), 1185–98.
51.
WinstonEvelyn, and DadzieKofi Q. (2002), “Market Orientation of Nigerian and Kenyan Firms: The Role of Top Managers,”Journal of Business and Industrial Marketing, 17(6), 471–80.
52.
ZaltmanGerald, DuncanRobert, and HolbekJohnny (1973), Innovation and Organizations.New York: John Wiley & Sons.
