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Leadership style and market orientation: an empirical study

Harris, Lloyd C. and Ogbonna, Emmanuel Okechukwu ORCID: 2001. Leadership style and market orientation: an empirical study. European Journal of Marketing 35 (5/6) , pp. 744-764. 10.1108/03090560110388196

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There has been considerable research into the barriers to the development of market orientation. However, whilst researchers have alluded to the importance of top management knowledge, skills and commitment, the issues of leadership style has been largely overlooked. This lacuna in marketing theory is despite numerous indirect references to the importance of leaders in developing a market oriented culture. The objective of this study is to explore and describe the role of top management leadership style in influencing the process of market orientation development. Begins with a review of existing definitions of and perspectives on the content and components of market orientation. Thereafter extant research into the barriers and processes of market orientation are examined and critically appraised. Following a discussion of the research methodology adopted, the findings of a survey of leadership style and market orientation are presented. Concludes with a discussion of the implications of this study for theory and practice, highlighting the importance of this avenue of research.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Uncontrolled Keywords: Leadership; Management styles; Market orientation; Retailing
Publisher: Emerald
ISSN: 0309-0566
Last Modified: 21 Oct 2022 10:27

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