Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry
Research in market orientation has overlooked the importance of its impact on various aspects of marketing strategy, especially on distribution channel strategy. Using Kohli & Jaworski's framework of measuring market orientation (MO) and pesticide industry of Pakistan as a context, this art...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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University of Management and Technology
2014-06-01
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| Series: | Journal of Management and Research |
| Subjects: | |
| Online Access: | https://ojs.umt.edu.pk/index.php/jmr/article/view/183 |
| _version_ | 1798042321143463936 |
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| author | Mobin ul Haque Sarwar M. Azhar |
| author_facet | Mobin ul Haque Sarwar M. Azhar |
| author_sort | Mobin ul Haque |
| collection | DOAJ |
| description | Research in market orientation has overlooked the importance of its impact on various aspects of marketing strategy, especially on distribution channel strategy. Using Kohli & Jaworski's framework of measuring market orientation (MO) and pesticide industry of Pakistan as a context, this article explores the relationship between various constructs of MO with channel strategy. This paper draws survey data from the pesticide industry in Pakistan. Given the low response rate, a norm in developing countries, bootstrapping technique is employed and tests are run. The results reveal that level MO has an impact on how channel strategies are formulated. Findings of the research indicate that higher level of MO is associated with selective channel strategy involving low intensity of distribution and higher channel control. The results also suggest that the right channel strategy helps an organization to create differentiation and to improve performance in a commodity market
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| first_indexed | 2024-04-11T22:33:54Z |
| format | Article |
| id | doaj.art-51654778de9a4e7c9afd911e2b0ac1d9 |
| institution | Directory Open Access Journal |
| issn | 2218-2705 2519-7924 |
| language | English |
| last_indexed | 2024-04-11T22:33:54Z |
| publishDate | 2014-06-01 |
| publisher | University of Management and Technology |
| record_format | Article |
| series | Journal of Management and Research |
| spelling | doaj.art-51654778de9a4e7c9afd911e2b0ac1d92022-12-22T03:59:16ZengUniversity of Management and TechnologyJournal of Management and Research2218-27052519-79242014-06-011110.29145/jmr/11/0101002Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide IndustryMobin ul Haque0Sarwar M. Azhar1University of Management and Technology LahoreUniversity of Management and Technology, Lahore, PakistanResearch in market orientation has overlooked the importance of its impact on various aspects of marketing strategy, especially on distribution channel strategy. Using Kohli & Jaworski's framework of measuring market orientation (MO) and pesticide industry of Pakistan as a context, this article explores the relationship between various constructs of MO with channel strategy. This paper draws survey data from the pesticide industry in Pakistan. Given the low response rate, a norm in developing countries, bootstrapping technique is employed and tests are run. The results reveal that level MO has an impact on how channel strategies are formulated. Findings of the research indicate that higher level of MO is associated with selective channel strategy involving low intensity of distribution and higher channel control. The results also suggest that the right channel strategy helps an organization to create differentiation and to improve performance in a commodity market https://ojs.umt.edu.pk/index.php/jmr/article/view/183MOMarket OrientationChannel StrategyDistribution ChannelsCommodity Markets |
| spellingShingle | Mobin ul Haque Sarwar M. Azhar Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry Journal of Management and Research MO Market Orientation Channel Strategy Distribution Channels Commodity Markets |
| title | Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry |
| title_full | Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry |
| title_fullStr | Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry |
| title_full_unstemmed | Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry |
| title_short | Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry |
| title_sort | effect of market orientation on channel strategy an empirical analysis of pesticide industry |
| topic | MO Market Orientation Channel Strategy Distribution Channels Commodity Markets |
| url | https://ojs.umt.edu.pk/index.php/jmr/article/view/183 |
| work_keys_str_mv | AT mobinulhaque effectofmarketorientationonchannelstrategyanempiricalanalysisofpesticideindustry AT sarwarmazhar effectofmarketorientationonchannelstrategyanempiricalanalysisofpesticideindustry |