Implementation of Market Orientation in Small Sized Company: Case Study on a Japanese Apparel Manufacturer

• Inoguchi, Junji

Abstract

This is the case study of an Japanese apparel manufacturers aimed for revealing the process and important factors for the implementations of market orientation in small to medium sized companies. Although there is huge accumulation of studies for Market Orientation, most of them are focused on developing scales and variables of market orientation or analyzing relations between parameters quantitatively. So little effort has been paid for qualitative research with concrete case. Especially, there are few researches on market orientation implementation for small sized firms. The author highlights the important factors for Market Orientation of small sized companies. Those are (a) generation of market intelligence by itself, (b) response to customers’ complex needs by multiple firms, (c) the capability for network coordination based on its market intelligence. In additions, this research indicates the concept of “Market Orientation” can be expanded to multi firms such as network. Prior researches basically supposed generation of market intelligence and the response to it by groups or organizations in a single firm.

Journal

• International Journal of Emerging Sciences

  International Journal of Emerging Sciences 1 (3), 200-210, 2011-09

  Islamia University of Bahawalpur

Keywords

• market orientation
• small sized firm
• network
• apparel
• ビジネス・経営・産業

Details

• CRID: 1050282677793567360
• NII Article ID: 120004967409
• ISSN: 22224254
• Web Site: http://hdl.handle.net/10252/5005
• Text Lang: en
• Article Type: journal article
• Data Source:
  • IRDB
  • CiNii Articles