| dc.description.abstract | This research is designed to accomplish three goals. The first goal is to revisit the
market orientation construct in order to define the different facets of it. A review of the market
orientation literature is made to assess and synthesize the stock of accumulated knowledge
regarding the market orientation construct.
The second goal of the research is to develop a theory of the effects ofmarket
orientation. Using the literature concerning resource-based theory and organizationallearning
four learning capabilities of market orientation are identified. These are market orientation
information system, market orientation domainwidth, market orientation means alteration, and
market orientation tacitness. They are hypothesized to have a positive impact on product
adaption. Product adaption is expected to affect relative price (price premium), sales growth,
and profitability.
A third goal of the research is to investigate the differences between the effects of
market orientation for firms with a differentiation strategy emphasis in contrast to those with
an overall cost leadership emphasis. It is argued that the impact of the four market orientation
learning capabilities is greater for firms with a differentiation strategy emphasis.
The test of the model is done with data from the Norwegian hotel industry. The sample
contains 372 cases. Both the measurement and the structural model achieve satisfactory fit to
the data. Three out of four hypotheses concerning the impact of market orientation learning
capabilities on product adaption are supported. The moderating effect of business strategy on
market orientation learning capabilities' impact on product adaption are supported for two out
of four hypotheses. The indirect effects of market orientation receives support for four out of
five hypotheses.
Finally, in view of the observed results the contribution ofthis research is discussed in
the concluding part of the dissertation. | en |
