Handbook of Research in International Marketing
Show Less

Handbook of Research in International Marketing

  • Elgar original reference

Edited by Subhash C. Jain

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 2: Market Orientation, Learning Orientation, and Innovativeness in the Global Marketplace: Moderating Roles of Organizational Memory and Market Turbulence

G. Thomas, M. Hult and Destan Kandemir

Extract

2. Market orientation, learning orientation, and innovativeness in the global marketplace: moderating roles of organizational memory and market turbulence G. Tomas M. Hult and Destan Kandemir INTRODUCTION Recent research by Baker and Sinkula (1999a), Han, Kim and Srivastava (1998), and Hurley and Hult (1998) have centered on various aspects of the effects of market orientation, learning, and innovativeness on performance. For example, Hurley and Hult (1998) conceptually integrated thoughts on these constructs, but only tested the learning → innovativeness link in their study of 9648 people in 56 groups of a large research and development agency of the US federal government. Han, Kim and Srivastava (1998) studied the market orientation → innovativeness link, but omitted learning both conceptually and empirically from their study of 134 banks. Baker and Sinkula (1999a) specifically set out to integrate the thoughts by Hurley and Hult (1998) and Han, Kim and Srivastava (1998). As such, they tested a model involving market orientation, learning, innovativeness, and performance using a sample of 411 firms drawn from the D&B database. While the Baker and Sinkula (1999a) study helps to clarify some of the integrative relationships involving market orientation, learning, and innovativeness discussed in the two studies by Hurley and Hult (1998) and Han, Kim and Srivastava (1998), their conceptual development is rather simplistic when, in all likelihood, the relationships are bound to be more complex. For example, Baker and Sinkula (1999a) make the assumption that all modeled relationships are linear without any diminishing return or ‘turning point’...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.