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The value of cultivating norms for market orientation in professional service firms

The value of cultivating norms for market orientation in professional service firms This paper aims to center on the value of cultivating norms for market orientation (MO) in professional service firms (PSFs). Based on social capital theory, three variables for norm-based behavioral activities of MO were suggested, i.e. leadership support (LS), relationship learning in teams (RLT) and collective engagement (CE). Moreover, three variables were suggested as performance outcomes of norm-based behavioral activities of MO, i.e. employee commitment (EC), service quality provision (SQP) and two dimensions of a firm’s innovative capability (exploratory [EXPLOR] and exploitative innovation [EXPLOIT]).Design/methodology/approachUsing a survey, a conceptual model was developed and empirically tested. All participants were employed in consultancy firms representing the population of PSFs.FindingsThe findings reveal that RLT, LS and employee CE are particularly suitable in forming norm-based behavioral activities of MO for PSFs. Moreover, the findings reveal that the two dimensions of a firm’s innovative capability (EXPLOR and EXPLOIT) provide strong performance outcomes for norm-based behavioral activities of MO. Moreover, the results also reveal that norm-based behavioral activities of MO for PSFs influenced both EC and SQP.Originality/valueUsing social capital theory, the study contributes to identifying both forming variables and performance outcomes centered on norm-based behavioral activities of MO for PSFs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Quality and Service Sciences Emerald Publishing

The value of cultivating norms for market orientation in professional service firms

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References (46)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1756-669X
DOI
10.1108/ijqss-09-2017-0086
Publisher site
See Article on Publisher Site

Abstract

This paper aims to center on the value of cultivating norms for market orientation (MO) in professional service firms (PSFs). Based on social capital theory, three variables for norm-based behavioral activities of MO were suggested, i.e. leadership support (LS), relationship learning in teams (RLT) and collective engagement (CE). Moreover, three variables were suggested as performance outcomes of norm-based behavioral activities of MO, i.e. employee commitment (EC), service quality provision (SQP) and two dimensions of a firm’s innovative capability (exploratory [EXPLOR] and exploitative innovation [EXPLOIT]).Design/methodology/approachUsing a survey, a conceptual model was developed and empirically tested. All participants were employed in consultancy firms representing the population of PSFs.FindingsThe findings reveal that RLT, LS and employee CE are particularly suitable in forming norm-based behavioral activities of MO for PSFs. Moreover, the findings reveal that the two dimensions of a firm’s innovative capability (EXPLOR and EXPLOIT) provide strong performance outcomes for norm-based behavioral activities of MO. Moreover, the results also reveal that norm-based behavioral activities of MO for PSFs influenced both EC and SQP.Originality/valueUsing social capital theory, the study contributes to identifying both forming variables and performance outcomes centered on norm-based behavioral activities of MO for PSFs.

Journal

International Journal of Quality and Service SciencesEmerald Publishing

Published: Sep 6, 2018

Keywords: Market orientation; Norms; Relationship learning; Collective engagement; Innovative capability

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