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Title: Measuring the trans-organisational perception of a company's market orientation
Author: Desai, Janine Nicole
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 1999
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Meaningful measurement is a key issue both in academic study and in the business environment. This thesis focuses on the measurement of market orientation in two organisations, namely TNT Express UK and British Airways plc. It investigates the way in which differences in perception can influence the results obtained by instruments designed to measure the construct. As far as market orientation is concerned, researchers have hitherto treated the construct as if a company-wide level of market orientation existed. This study detects significant differences in perception among employees and accounts for a large percentage of the identified variance. On the basis of a comprehensive literature review into the understanding of market orientation and related literature, the well-known Narver and Slater scale was selected to serve as the core framework of this research. The more recent Foreman scale was also used to represent the internal aspects of the construct. From the infinite number of factors which influence individuals' perceptions of the work environment, eighteen variables were identified as most relevant, in the context of this study. Apart from three demographic variables (for this study defined as 'person variables'), the selection process concentrated on factors relating to the organisational environment ('situation variables', 'person x situation variables'). The data was collected using a variety of methods. On the qualitative side, two phases of focus groups and individual interviews were conducted. On the quantitative side, a pilot and a main survey provided the required statistical data. The evaluation of the qualitative data, in combination with the statistical analysis, suggested that the perception of the immediate work environment, the individual's degree of socialisation, satisfaction and communication, in addition to his/her level in the organisational hierarchy and location explain more than 50% of the variance in employees' perception of a company's market orientation.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available