The effects of market and service-orientation on the success of solution providers in the German manufacturing sector

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Details zur Publikation

Autor(en): Voigt KI, Wassmus A, Baccarella C, Engel S
Jahr der Veröffentlichung: 2012


Abstract


As a central aspect of the marketing concept is market orientation. However, the concept has been criticized, e.g. by pointing out that market orientation mainly concentrates on customer-focused activities, rather than on competitor-focused activities, what indicates towards an individualized product with high customer involvement. Especially in the manufacturing industry individualization in regard of a combination of products and services offers a huge differentiation factor. There has been a debate about the need for a shift from a product-centric view towards a service-dominant perspective. Hence, the concept of market-orientation has to be evaluated against this background. In addition, the authors argue that service-orientation has to be integrated in the concept, because of the growing importance especially for so-called solution provides with a focus on product/service-combinations. This study analyzes 173 companies in the German manufacturing industry to measure the effects of market- and service-orientation. In addition, we widened the well-known scale of Narver and Slater [57] including service-orientation. The results show that some aspects of market orientation can explain success of services. However, service-orientation seems not to have an effect on the success of new products, whereas implicit success factors of services a highly effected. © 2012 IEEE.



FAU-Autoren / FAU-Herausgeber

Baccarella, Christian Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Engel, Sebastian
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Voigt, Kai-Ingo Prof. Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Wassmus, Andreas
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management


Zitierweisen

APA:
Voigt, K.-I., Wassmus, A., Baccarella, C., & Engel, S. (2012). The effects of market and service-orientation on the success of solution providers in the German manufacturing sector. In Proceedings of the Portland International Center for Management of Engineering and Technology (PICMET) Conference. Vancouver, CA.

MLA:
Voigt, Kai-Ingo, et al. "The effects of market and service-orientation on the success of solution providers in the German manufacturing sector." Proceedings of the Portland International Center for Management of Engineering and Technology (PICMET) Conference, Vancouver 2012.

BibTeX: 

Zuletzt aktualisiert 2019-10-06 um 07:09