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Title: The impact of market orientation on the performance of professional service firms
Author: Tschida, Markus H.
ISNI:       0000 0004 2735 1521
Awarding Body: University of East Anglia
Current Institution: University of East Anglia
Date of Award: 2010
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Market orientation theory is an integral and well established part of international marketing literature. The basic notion is that market oriented companies outperform organisations with a lower market orientation. Although many scholars agree with this concept and have provided empirical evidence to support it, there still remain a number of question marks regarding the implementation of market orientation, its impact and conceptualisation in a professional service firm environment, and its interrelations with knowledge management. A mixed method approach, characterised by a sequential explanatory design, was selected to analyse the interdependences between market orientation, knowledge management, self efficacy, and performance, in the context of a professional service firm. An embedded case study, using the eight practice groups of an international law firm as sub-cases, was carried out to meet the research objectives. Based on 189 useable questionnaire responses and 10 semi-structured interviews, the empirical findings suggest that market orientation and self efficacy have a positive impact on subjective performance and job satisfaction, but not on profitability. Although knowledge management staffing levels have a positive impact on subjective and objective performance, the budget for knowledge management and practice development activities does not. The findings also showed some differences between partners and senior associates and suggested that smaller, internationally integrated practice groups have a higher market orientation. In addition to this, the results provide evidence for the importance of responsiveness to professional service firms. Finally, the findings from the semi-structured interviews suggested that market oriented behaviours also play a crucial role during an economic crisis and thus contribute to this fairly under-researched topic. Guided by a novel research approach, the findings of this dissertation add to existing knowledge on market orientation, knowledge management, and professional service firm theory on several different levels and provide new insights for both scholars and practitioners.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available