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1、JOURNALOFSTRATEGICMARKETINGI2219–230(DECEMBER2004)Towardsafurtherunderstandingofthedevelopmentofmarketorientationinthefirm:aconceptualframeworkbasedonthemarket-sensingcapabilityANTHONYFOLEY*WaterfordCrystalCentreforMarketingStudies,WaterfordInstituteofTechnology,CorkRoad,Waterford,IrelandJOHNFAHYD
2、epartmentofManagementandMarketing,KemmyBusinessSchool,UniversityofLimerick,Limerick,IrelandWhiletherelationshipbetweenmarketorientationandperformancehasbeenexam-inedextensivelyintheliterature,relativelylittleattentionhasbeengiventotheantecedentsofmarketorientation.Sothebasicquestionofhowtodevelopa
3、market-drivenorganisationremainstoalargeextentunanswered.Thecapabilitiesframeworkprovidesausefulconduitthroughwhichthisissuecanbeapproached,sinceitrecognisesthatfirmsareinnatelyheterogeneousbecausethedifferentresourcesorcapabilitiestheypossess.However,thisareahasbeenaccusedofbeingtautologicalinnat
4、ure,andrequiresfurtherextensiveempiricalanalysis.Thispaperpresentsatheoreticalframeworkthatusesthedecompositionofthemarket-sensingcapabilityasawaytofacilitateunderstandingofthecreationofmarketorientation.Thusitwillnotonlyaddtotheliteratureontheantecedentsofmarketorientation,butalsooffersanempirica
5、lanalysisofasignificantcapability.Furthermore,thismodeladdressesthequestionoftherelationshipbetweenmarketorientationandlearningorientation,andproposesthatalearningorientationprecedesamarketorientation.KEYWORDS:Marketorientation;learningorientation;market-sensingcapabilityINTRODUCTIONIfadatecanbeat
6、tachedtotheoperationalisationofthemarketingconcept,itmustbe1990,whenastudybyKohliandJaworskidefinedmarketorientationasbeingessentiallyaninformationalconstruct:*Correspondingauthor:Tel:+35351302411;Fax:+35351302456;E-mail:afoley@wit.ieJournalofStrategicMarketingISSN0965–254Xprint/ISSN1466–4488onlin
7、e©2004Taylor&FrancisLtdhttp://www.tandf.co.uk/journalsDOI:10.1080/0965254042000308048220FOLEYANDFAHYMarketorientationistheorganisationwidegenerationofmarketintelligencepertainingtocurrentandfuturecustomerneeds,di
