“Miles ahead” – using jazz to investigate improvisation and market orientation

Purpose – The purpose of this article is to investigate ways in which improvisation can be used to enhance and advance market orientation. Design/methodology/approach – The article draws upon existing market orientation literature and musical theory to extend the authors' previous work of the need for improvisation in strategic market planning (SMP) into a wider area of market orientation. Findings – The article evinces a conceptual matrix to illustrate four basic levels of market oriented improvisation: one‐size fits all; improvisation through alternatives; single level improvisation (SLI); and multi‐level improvisation (MLI). Practical implications – The article will demonstrate the core competences of a jazz band: musical knowledge; role definition; quasi‐autonomous leadership; open communication; and self‐reflexivity. It will discuss how these competences are directly transferable to market oriented organisations. Originality/value – The article provides a new definition of market orientation, which posits improvisation as a central element.