RESEARCH ARTICLE SUMMARY-PRACTITIONER IMPLICATIONS

Every newsletter, we will examine a recent empirical research article and examine its implications for marketing. If there are any specific areas you would like us to investigate, let us know at src@srchk.com .

Celuch, K.G., Kasouf, C.J., & Strieter, J.C (2000) The Influence of Organizational Market Orientation on Individual Level Market Oriented Cognitions. Psychology and Marketing, 17(11), pp.935-954.

The purpose of the research was to investigate the relationship between individual level perceptions and cross functional dissemination of market information as firm level initiatives must influence relevant employee level cognitions in order to achieve longer term operational success. Testing a number of hypotheses derived from the existing literature, the authors examined 14 firms in one industry using self report questionnaires (162 responses).

The authors found statistically significant relationships for a number of the relationships hypothesized. For example, they found that an employee's view of his/her company's capabilities related to generating market information positively influenced employee's perceptions of information dissemination capability which, in turn, positively affected the employee's confidence in their own ability to obtain and communicate customer information within the firm.

Additionally, an employee's level of efficacy positively influenced perceptions related to intangible (such as increased knowledge and satisfaction) and tangible (performance reward expectations) benefits of using the information.

IMPLICATIONS – ACTIONS SPEAK LOUDER

The research suggests that firms can increase intrinsic motivation and market oriented behaviours at the individual level by increasing the sharing of information within the organization (increase communication). Moreover, the increase in self efficacy of employees is a source of empowerment that not only enhances motivation (as mentioned) but also benefits the customer as the employee is more likely to take the responsibility to implement the firms market oriented initiatives, and implementation is crucial for strategy success.