The implementation of market orientation revisited: a change management perspective

Morah, E.M.I. and Wilson, J. 2014. The implementation of market orientation revisited: a change management perspective. Academy of Marketing Conference. Bournemouth University, Bournemouth 10 Jul 2014

TitleThe implementation of market orientation revisited: a change management perspective
AuthorsMorah, E.M.I. and Wilson, J.
TypeConference paper
Abstract

The literature on market orientation (MO) has shed so much light on all aspects of the construct but the implementation conundrum. This study seeks to further enhance our comprehension of the MO body of knowledge by reviewing various recommendations on the best methodology or logical steps for instituting MO in organizations. The review exercise yielded a constellation of equivocal and unobtrusive processes which obfuscates the process of becoming market oriented. To illuminate the construct and achieve clarity, the change management domain is relied on.
Analysis of available theories reveals a multiplicity of ways to institutionalize MO. This study draws on Kurt Lewin's three step-model of change (unfreezing, changing and refreezing). To adequately implement MO, we must unfreeze old organizational assumptions, processes and practices. The change is effected by the introduction of market oriented values and cultural
practices, which are reinforced to forestall slippage, back to the old unlearned organizational ways. This is achieved through employee training and use of incentive
system. To ensure sustenance of the new MO way of life, we refreeze. This approach involves integrating units and engaging all organizational members by catering to their personal and individual needs to ensure comfortable behaviours.

Year2014
ConferenceAcademy of Marketing Conference

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