Market Orientation in the Mental Models of Decision Makers: two cross-border value chains.

Purpose: This study determines whether predictions about different degrees of market orientationin two cross-border value chains also appear in the mental models of decision makers at twolevels of these value chains.Design: The laddering method elicits mental models of actors in two value chains: Norwegiansalmon exported to Japan and Danish pork exported to Japan. The analysis of the mental modelscenters on potential overlap and linkages between actors in the value chain, including elements inthe mental models that may relate to the actors’ market orientation.Findings: In both value chains, decision makers exhibit overlap in their views of what drivestheir business. The pork chain appears dominated by a focus on efficiency, technology, andquality control, though it also acknowledges communication as important. The salmon chainplaces more emphasis on new product development and good relations between chain partners.Research limitations/implications: While confirming prior results regarding the role ofcompetitive pressure, end-user heterogeneity/dynamism, regulations, and trade associations, theresults also generate new insights into the possible role of relational governance in promoting themarket orientation of value chains.Originality: This article offers three novel ideas: using the concept of mental models as apossible mediator between factors that influence the degree of market orientation and marketorientedactivity; using a laddering method to elicit mental models; and considering conceptsshared among actors in a value chain as possible indicators of the degree of market orientation.