Faculty of Business Brown Bag Seminar Series| Marketing |Asst. Prof. Zeynep Müge Güzel

Business School Brown Bag Seminar  - MARKETING

Date: Friday, November 3,  2023
Time: 13:30-15:00
Location: AB2 345

Speaker: Zeynep Müge Güzel

Title: Market Orientation in the Eye of the Beholder: Perceived Market Orientation and its Effect on Company-Channel Relationships


Abstract: Despite its long history, research on market orientation (MO) has emerged and evolved as being mostly based on evaluations of marketers, neglecting the perceptions of other stakeholders. Building on stakeholder and signaling theories, we explore a company’s MO from the perspective of its channel members. Taking a component-wise approach to MO, we conceptualize that different components of MO function as unique signals sent to channel members, which are interpreted differently, ultimately leading to distinct outcomes in their relationship with the company. We empirically demonstrate that three components of MO as perceived by channel members have differential impacts on social and economic satisfaction. Our results reveal that interfunctional coordination is associated with higher social and economic satisfaction, while competitor orientation is positively related to economic satisfaction, but negatively related to social satisfaction.