Business administration & management
videos & podcasts
Facebook Instagram Linkedin Youtube
Toutes les videos

Market-driving strategy and the human factor: Top management versus middle management

  • Research
  • Marketing, Sales and Communication, Strategic Management

1107 vues

Partager

Building on market-orientation theory, this research centers on the market-driving strategy and the key attributes that top and middle-level management should have in order to facilitate and perform such a strategy. Findings from an exploratory study including in-depth interviews with 27 experts, seven academicians and 20 experienced practitioners working in market-driving companies across an array of sectors, show that there is a number of common as well as unique attributes that each one of these two managerial groups should have so as to perform a market-driving strategy. Given that this is the first research to explore personnel attributes as a key antecedent of the application of a market-driving strategy, the present research results in an extensive number of academic research propositions as well as relevant managerial implications for the business community.

Mots clés
  • market orientation, Market-driving strategy, middle-level employees, personnel attributes, top management

Auteur.e(s)

THEODORAKIS Ioannis
Professor
OMNES Education

Institution(s)

Vidéos de la même institution

03:46

Ad eroticism from a psychological distance perspective

Building on construal level theory and psychological distance (PD), this paper considers the impact of erotic ads; the factors of sex and moral attentiveness are also examined. Two experiments delve into different PD types, evoking variant construal levels (CLs) while promoting a different product across different levels of erotic intensity in the ad. Findings show that as the PD or CL decreases, reactions become more unfavorable, regardless of the ad’s level of erotic intensity. Also, reactions vary depending on sex and moral attentiveness; women and individuals with high moral attentiveness levels express stronger objections.
THEODORAKIS Ioannis - OMNES Education |
  • Research
  • Marketing, Sales and Communication
03:40

Market driving strategy’s firm-level and market-level outcomes

L’orientation-marché (OM) est une stratégie définissable par l'influence de la structure du marché et/ou du comportement des acteurs du marché dans une direction qui renforce l'avantage concurrentiel (AC) d’une entreprise. Cet article a pour objectif d'identifier : (1) les principaux résultats de l’OM au niveau de l'entreprise et du marché, (2) les mécanismes de médiation entre ces résultats, et (3) l'influence des capacités d'innovation radicale (IR) et incrémentale (II) des produits sur l’OM. Adoptant une méthode de recherche mixte fondée sur trois études, les résultats suggèrent que : (a) les résultats de la stratégie OM au niveau de l'entreprise portent sur la performance financière (PF) et la performance du client, la réputation de l'organisation (RO) et l'AC durable ; (b) la IR et II
THEODORAKIS Ioannis - OMNES Education |
  • Research
  • Marketing, Sales and Communication, Strategic Management
03:47

We survived this! What managers could learn from SMEs who successfully navigated the Greek economic crisis.

Focused on the Greek economic crisis, one of the toughest and the most prolonged ones on a global scale, the present research centers on both anthropocentric and business-centric factors that helped SMEs survive, thus, providing a valuable survival manual. Grounded in quantitative research the paper includes two studies. 250 SMEs were included in the first study while 189 of them that survived, participated in the second study.
THEODORAKIS Ioannis - OMNES Education |
  • Research
  • Entrepreneurship, Marketing, Sales and Communication
03:51

The Impact of Psychological Distance and Construal Level on Consumers’ Responses to Taboos in Ad

For different product categories and across different taboo types, different distance dimensions, and different construal-level manipulations, an increase in the psychological distance (or construal) level attenuates consumers’ unfavorable attitudinal and behavioral reactions while a decrease in the psychological distance (or construal) level intensifies consumers’ responses.
THEODORAKIS Ioannis - OMNES Education |
  • Research
  • Marketing, Sales and Communication

Vidéos de la même thématique

  • 00:03:06

Menopause in Organizations : Education for All

Drawing from women's testimonials in The Guardian and from contributions of feminist writers, Virginia Woolf, Julia Kristeva, and Margaret Mead, we start a conversation on the positive and energizing aspects of menopause in the workplace. We propose a social interpretation of menopause that challenges a pervasive perspective of medical decline: A theorization of “the dialectic of zest,” as inspired by the writings of Margaret Mead. By problematizing the experiences of women going through this transition in the workplace, we reveal how well-intentioned awareness campaigns can lead to further stigmatization. We thus encourage organizations to not only favor an approach of “education for all” but also extend their social imaginaries beyond medicalized perspectives and coping views.
QUENTAL Camilla - EM Normandie |
  • Trends
  • Human Resources Management, Management of Social and Solidarity Organizations, Strategic Management
  • 00:02:29

Why should I not complain? User justice and satisfaction

Online shopping satisfaction hinges on two major factors: “fairness and security.” Customers want fair pricing, transparent processes, and respectful treatment—what researchers call distributive, procedural, and interactional “justice.”
UL-AIN Noor - EMLV |
  • Research
  • Digital Transformation, Logistics and Supply Chain, Marketing, Sales and Communication
  • 00:03:36

The paradoxical faces of Coffee: Idealism and pragmatism in tension

Our study explores historical paradoxes in the coffee industry, focusing on the persistent tension between pragmatism and idealism. Paradoxes are defined as persistent conflicts between opposing yet complementary forces. For example, organizations must balance stability with the need for change. We analyzed the coffee industry in the United States over a century, from the 1910s to the 2020s, using archives from Harvard Business School's Baker Library and other specialized sources. Our research highlights the paradox between pragmatic concerns (such as coffee supply during wartime) and ideological values (like sustainability concerns in the early 2000s). This tension, influenced by historical contexts, is ever-present. For managers, it is crucial to adapt strategies to cultural trends while balancing practical and idealistic goals. Understanding this dynamic helps navigate the complex landscape of the coffee industry, and this lesson is applicable to other sectors as well.
LE Patrick - NEOMA Business School |
  • Research
  • Strategic Management, Sustainable Development and CSR
  • 00:05:21

Triple Bottom Line Performance in Post Covid B2B Marketing

CHAUDHURI Ranjan - EMLV |
  • Research
  • Covid Special Series, Marketing, Sales and Communication, Sustainable Development and CSR
Marketing, Sales and Communication
Strategic Management

S'abonner aux vidéos FNEGE MEDIAS

Youtube