Modeling market orientation and organizational antecedents in a social marketing context

Abstract

Purpose The purpose of this research is to test the applicability of a model showing the relationship between a set of modified MARKOR scales used to measure market orientation (MO) and a set of organizational antecedents in an emerging market. Design/methodology/approach The study is conducted using a survey instrument administered to a large national sample of management personnel in various blood collection centers in China. A structural equation modeling approach is used in the data analysis. Findings The results support the model and show robustness of the scales used as well as a positive relationship between some organizational antecedents and the MO construct. Practical implications The results of the study provide some new insights on what managers in non‐profit organizations (NPOs) can do in implementing marketing strategies to improve organizational effectiveness through a greater emphasis on MO. Originality/value This is the first study to focus on a state‐controlled NPO whose mission is to deliver social values to its constituents in an emerging economy. The results should prove valuable not just for other organizations in the country but also for other emerging countries whose NPOs are still largely state‐controlled.

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