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Brand Leadership: Driving Market Orientation

机译：品牌领导：推动市场定位

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Market orientation is a strategic position of a firm to put the needs and wants of a customer first. Firms and brands that are market oriented are better able to connect with customers, and have a higher likelihood to produce innovative product offerings that drive value with customers. Past research on marketing orientation has set out to clearly define the theoretical construct as well as accurately measure it within organizations. Additionally, research has looked at the outcomes of being market oriented such as profitability and other variables which effect market orientation such as competition. Much research has explored the firm-side drivers of the construct, external influencers, and outcomes, little work has focused on the internal culture, behavior, and attitudes of the organization. Research has shown that a firm culture which emphasizes learning, open-ness and innovation help drive a greater capacity for change; yet very little research explores the individual behaviors and attitudes of brand leaders which help drive market orientation. This paper explores leader attitudes and behaviors such as work engagement, shared values, hope, and participation with a brand community as drivers of market orientation.
机译：市场导向是一家公司首先要使客户的需求和需求的战略地位。以市场为导向的公司和品牌更能与客户联系，并具有更高的可能性，生产与客户的创新产品提供。过去关于营销定位的研究已经开始明确地定义理论构建，并在组织中准确衡量它。此外，研究已经研究了作为盈利能力和其他变量的市场成果的结果，这些变量效应了竞争等市场方向。很多研究探索了构建，外部影响者和结果的坚定司机，一点工作都集中在组织的内部文化，行为和态度上。研究表明，一个强调学习，开放和创新的公司文化有助于推动更大的变革能力;然而，很少的研究探讨了品牌领导者的个人行为和态度，有助于推动市场取向。本文探讨了领导者态度和行为，如工作参与，共享价值观，希望，以及品牌社区作为市场导向的驱动因素。

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