Why Wait Until It’s Too Late? - How do the challenges deriving from the adoption of a reactive approach to Market Orientation affect the transitioning process?
(2017) ENTN39 20171Department of Business Administration
- Abstract (Swedish)
- Research question-/s: Incumbents in the financial industry - what are the challenges faced in the beginning of a reactive transition to Market Orientation and how do these influence the process?
Methodology: The case study was conducted in a global financial service provider based in Sweden. The research takes a qualitative approach which follows an inductive method with small elements of deduction. The data collection was conducted with semi-structured interviews to collect empirical data which was supported by additional sources such as company documents and informal discussions.
Theoretical perspectives: The main theoretical perspective of this study is Market Orientation and the related transitioning process as a reactive measure.... (More) - Research question-/s: Incumbents in the financial industry - what are the challenges faced in the beginning of a reactive transition to Market Orientation and how do these influence the process?
Methodology: The case study was conducted in a global financial service provider based in Sweden. The research takes a qualitative approach which follows an inductive method with small elements of deduction. The data collection was conducted with semi-structured interviews to collect empirical data which was supported by additional sources such as company documents and informal discussions.
Theoretical perspectives: The main theoretical perspective of this study is Market Orientation and the related transitioning process as a reactive measure. Contribution to theory is made by investigating challenges present in a reactive approach to Market Orientation.
Conclusions: The reactive approach brings new challenges to incumbents as they are developing immediate short-term strategies to alleviate the issues deriving from the external environment while working towards the main long-term objective of Market Orientation. This results in a conflicting resource allocation that translates in further problems that
stakeholders identify as poor leadership and low internal collaboration. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8910269
- author
- Guerrero, Esteban LU and Ignatius, Patrik LU
- supervisor
- organization
- course
- ENTN39 20171
- year
- 2017
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Reactive and Proactive Market Orientation, Regulation, Innovation, Cultural Transformation, Technology, Financial Industry, Front End of Innovation, New Service Development
- language
- English
- id
- 8910269
- date added to LUP
- 2017-06-28 10:47:25
- date last changed
- 2017-06-28 10:47:25
@misc{8910269,
abstract = {{Research question-/s: Incumbents in the financial industry - what are the challenges faced in the beginning of a reactive transition to Market Orientation and how do these influence the process?
Methodology: The case study was conducted in a global financial service provider based in Sweden. The research takes a qualitative approach which follows an inductive method with small elements of deduction. The data collection was conducted with semi-structured interviews to collect empirical data which was supported by additional sources such as company documents and informal discussions.
Theoretical perspectives: The main theoretical perspective of this study is Market Orientation and the related transitioning process as a reactive measure. Contribution to theory is made by investigating challenges present in a reactive approach to Market Orientation.
Conclusions: The reactive approach brings new challenges to incumbents as they are developing immediate short-term strategies to alleviate the issues deriving from the external environment while working towards the main long-term objective of Market Orientation. This results in a conflicting resource allocation that translates in further problems that
stakeholders identify as poor leadership and low internal collaboration.}},
author = {{Guerrero, Esteban and Ignatius, Patrik}},
language = {{eng}},
note = {{Student Paper}},
title = {{Why Wait Until It’s Too Late? - How do the challenges deriving from the adoption of a reactive approach to Market Orientation affect the transitioning process?}},
year = {{2017}},
}