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Coevolution of market orientation and industry evolution: A historical and comparative study in a telecom company
Aalto University.
ETH Zurich.
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish School of Textiles, Textile and Fashion, Textile management)ORCID iD: 0000-0003-1867-3222
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2016 (English)Other (Other academic)
Resource type
Text
Abstract [en]

This paper focus on learning about coevolution of a market orientation (MO) and industry evolution (IO) on the basis of a longitudinal case study of marketing orientation and new telecommunications technologies in the global telecommunications industry, and how the orientation and the technologies shaped and were shaped by developments within a Finnish telecommunications firm. It appears that when the industrial market evolved from closed to semi-open, MO took the form of actions to commercialize technological expertise, create new services, and to provide ways on how communicate strategic vision. MO is here defined as the coexistence and coevolution of customer orientation, competitor orientation, and inter-functional coordination. It is defined to be strong when it is proactive and explorative, weak when it is reactive and exploitative. When the industrial market studied in this paper opened up fully, MO transformed into actions focusing attention on the short term, controlling actions and cognition as to commercialize expertise or new services. In other words, the full opening up of an industrial market appears to weaken marketing orientation, while initial semi-opening appears to be more conducive to capabilities in R&D, cross-functional or cross-SBU collaboration, credibility of strategic vision, or bargaining power vis-à-vis vendors. Implications for further research are given.

Place, publisher, year, pages
2016. , 46 p.
Keyword [en]
market orientation, industry evolution, coevolution, telecom
National Category
Social Sciences
Research subject
Bussiness and IT
Identifiers
URN: urn:nbn:se:hb:diva-9492OAI: oai:DiVA.org:hb-9492DiVA: diva2:916052
Available from: 2016-03-31 Created: 2016-03-31 Last updated: 2016-12-30Bibliographically approved

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf