“MARKET ORIENTATION IN THE HIGH-TECH INDUSTRY OF
THE BENELUX COUNTRIES WITH SPECIAL REFERENCE TO THE
MICROELECTRONICS”
The article mainly talks about the market orientation and its impacts to the high-tech marketing environment, such as the microelectronics market segment is a high-tech business, and for further studies, it compare European and US high-tech industry with each other in the article, and the points tells that a different characteristic has different company’s structure.
There are two most prominent conceptualizations of market orientation, which are Kohli and Jaworski (1990) and Narver and Slater (1990). Kohli and Jaworski (1990) consider that market orientation is the implementation of marketing while Narver and Slater (1990) say that it’s an organizational culture. Moreover, Kohli and Jaworski (1990) defined that market orientation as "the organization-wide generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it" [1]
On the other hand, Narver and Slater (1990) defined market orientation as "the organization culture that most effectively and efficient creates the necessary behaviors for the creation of superior value for buyers and, thus, continuous superior performance for the business." [2]
Besides, the study considers market orientation as an organizational culture consisting of three behavioral components, which were customer orientation, competitor orientation and inter-functional coordination. In addition, through the article, the study also tells the transform of the companies run their business from marketing orientation to customer orientation. In the past, which internet not that prevalent or even the era without internet technology, it’s hard for a company to spend most of their effort to operate a project or survey to analysis customer’s and consumer’s behavior, the best they can do is the field survey around only a small region, let along do cross-national research, thus, most of the company were market orientation in that area. Time goes by, environment changed due to the progression of technology, the prevalent of the Internet makes company’s whole business model changed, especially in high-tech industries, because they’re always the pioneer in the market environment, easily deal with the fast changing environment, sometimes I even doubt that the environment changed was just because of them.
According to Regis McKenna’s study (1985), he mentioned that it is important to build good relationship with whole chain and element circled in whole business, because it is necessary for a company to understand the overall market environments who they connect with, not only customers, but also suppliers, distributors.
Compare to the past and current, it used to be the product or services stimulate consumer’s demand, on the contrary, the product and service are followed by consumer’s demand, and therefore, though
