Voigt KI, Wassmus A, Baccarella C, Engel S (2012)
Publication Status: Published
Publication Type: Conference contribution
Publication year: 2012
Article Number: 6304335
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  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.
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.
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.