Study of market orientation intelligence generation and organizational variable : In the context of emerging economy market

Purpose – The purpose of this paper is to establish the relationship of Marketing Orientation Intelligence Generation (MOIG) with five internal organizational variables, namely, Transformational Leadership Articulating a Vision (TLAV), Organizational Change (OC), Leader Monitoring (LM), Creative Process Engagement Problem Identification (CPEPI) and Organizational Support for Innovation (OSI). Design/methodology/approach – Responses of 403 middle- and junior-level managers were gathered. The sample was drawn from different industries representing both Indian manufacturing and services sector. The five antecedent variables were identified from literature to relate with MOIG. The variables were measured by using closed-ended structured questionnaire. The data were analyzed using SPSS 20 for descriptive statistics and AMOS 18 for structured equation modeling (SEM). Findings – The results of the study indicated that the exogenous variables were TLAV, OC and LM. The intervening variables were CPEPI and OSI. The endogenous variable was MOIG. TLAV showed a significant positive relationship with CPEPI and OSI. OC had a significant positive relationship with OSI. LM was found to have a significant positive relationship with CPEPI and MOIG. CPEPI has a significant positive relationship with MOIG. Research limitations/implications – This is one of the first studies relating the endogenous variable MOIG with the three internal organizational exogenous variables TLAV, OC and LM with two intervening organizational variables. Practical implications – Organization development managers involved in emerging economy firms can use the findings of study to understand how MOIG of their firm can get influenced by various organizational antecedent variables. Originality/value – In the context of emerging economy markets, this is one of the very first studies relating MOIG with TLAV, OC, LM, CPEPI and OSI.