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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?

Guerrero, Esteban LU and Ignatius, Patrik LU (2017) ENTN39 20171
Department 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)
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author
Guerrero, Esteban LU and Ignatius, Patrik LU
supervisor
organization
course
ENTN39 20171
year
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},
  keyword      = {Reactive and Proactive Market Orientation,Regulation,Innovation,Cultural Transformation,Technology,Financial Industry,Front End of Innovation,New Service Development},
  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},
}