Organization's Market Orientation Assignment Example | Topics and Well Written Essays - 2000 words

Organization's Market Orientation - Assignment Example Market orientation and organizational performance are linked and a critical evaluation is provided for firms which are not market oriented such as M&S yet perform well and recommendations are provided for firms which don't perform well. The importance and characteristics of market orientation are studied along with the barriers to market orientation, how to overcome these barriers, the importance of change management and policies in human resource management, the attributes of internal marketing, quality systems and customer relationship management. The theories and applications of market orientation are also studied using examples of the large companies such as Virgin and M&S. Adoption of market orientation could motivate companies to provide better service provisions and quality and Green et al (2007) argued that within an organization, customer care is primarily important and marketing orientation helps in understanding the needs of customers. By satisfactorily identifying customer needs, organizations could provide quality services that would highlight the positive links between market orientation and service quality. In another related study, Racela et al (2007) show the market orientation in international business relationships with emphasis on cooperation, dependence and relationship distance between organizations or individuals. A survey of Thai exporting firms was done considering business units and Thai export firms. The results obtained from more than 200 firms show that export market orientation of companies enhances cooperation between exporters and distributors and export performance is higher with greater export cooperation and lower relationship distance. The influence of exporter dependence on export performance tends to vary among industry groups. Market orientation is thus essential to the development of business to business relationships that enhances export performance and shows how exporters could manage their relationships to achieve better performance. Marketing orientation is thus helpful in developing cooperative efforts and Racela et al (2007) recommended that overseas dist ributors develop cooperative norms for marketing decisions and actions and also establish some form of mutual dependence for superior performance enhancement. The relationships between market orientation, export performance and behavioral aspects of business relationships are investigated and the paper suggests that market orientation practices help in enhancing cross cultural relationships.A multilayered model of market oriented organizational culture tends to distinguish between market oriented values and norms. The different aspects of market oriented culture within organizations can affect attitudes and behaviors of the sales force and market orientation values can have a substantial impact on role conflict, role ambiguity, job satisfaction and organizational commitment of such employees (Farrell, 2005). However market oriented norms do not substantially affect customer orientation of salespersons. Considering these background studies, we can analyze whether a specific chosen company has adequate market orientatio