Abstract
The objectives of this research are twofold. First, we intend to clarify how market orientation is affected by the credibility of marketing information. Second, we wish to reach a deeper understanding of the interplay between a marketing unit’s influence, credibility, and market orientation. We also examine the effects of those factors on firm performance. Toward these objectives, we engaged in empirical research on large-scale Japanese firms in various industries. Before conducting a questionnaire survey, we held in-depth interviews with top management, marketing managers, and marketing professionals to identify factors which hinder market orientation in the Japanese business environment. An extensive questionnaire survey of Japanese firms was then conducted, in which we collected data on market orientation, the credibility of marketing information, the influence of marketing units within a firm, and the firm’s performance.
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© 2015 Academy of Marketing Science
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Yamashita, Y. et al. (2015). Dynamism Inside the MO Box: the Credibility of Market Information as A Key Factor in Market Orientation. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_13
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DOI: https://doi.org/10.1007/978-3-319-11797-3_13
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11797-3
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