Market orientation emphases: an exploration of macro, meso and micro drivers

Purpose – Although much has been written about the antecedents and consequences of market orientation, and previous studies have generated useful insights into different “forms” of market orientation, little is known of the emphases placed on different dimensions of market orientation, and no published research to date has explicitly focused on the environmental factors that may contribute to the development of particular orientation emphases. Accordingly, the study reported here aims to explore the divergent varieties of emphasis in practice, and to identify the environmental factors that contribute to that variation. Design/methodology/approach – This paper begins with a comprehensive review of the literature of market orientation. The study it then reports adopted a realist perspective and used techniques usually associated with qualitative research and “grounded theory”, a departure from the positivist approach and survey methodology typically found in published studies of market orientation. Data were collected in 114 face‐to‐face, in‐depth, semi‐structured interviews in more than 50 UK‐based firms. Findings – Results uncover four variations of market orientation, each of which exhibits a different emphasis, linked to environmental factors at the micro, meso and macro levels. The emphasis placed on the different dimensions of market orientation appears to be dynamic, and driven by changing environmental factors. Practical implications – Marketing planners need to consider which emphasis of market orientation is most suited to stated strategic objectives. After instituting strategic change, managers need to ensure that the form of market orientation developed continues to reflect and respond to environmental conditions. Originality/value – This paper offers interesting insights to practitioners concerned with the wider implications of market orientation.