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dc.contributor.authorGrunert, Klaus Gen_UK
dc.contributor.authorTrondsen, Torbjornen_UK
dc.contributor.authorGonzalo Campos, Emilioen_UK
dc.contributor.authorYoung, Jamesen_UK
dc.description.abstractPurpose: This study determines whether predictions about different degrees of market orientation in two cross-border value chains also appear in the mental models of decision makers at two levels of these value chains. Design: The laddering method elicits mental models of actors in two value chains: Norwegian salmon exported to Japan and Danish pork exported to Japan. The analysis of the mental models centers on potential overlap and linkages between actors in the value chain, including elements in the mental models that may relate to the actors’ market orientation. Findings: In both value chains, decision makers exhibit overlap in their views of what drives their business. The pork chain appears dominated by a focus on efficiency, technology, and quality control, though it also acknowledges communication as important. The salmon chain places more emphasis on new product development and good relations between chain partners. Research limitations/implications: While confirming prior results regarding the role of competitive pressure, end-user heterogeneity/dynamism, regulations, and trade associations, the results also generate new insights into the possible role of relational governance in promoting the market orientation of value chains. Originality: This article offers three novel ideas: using the concept of mental models as a possible mediator between factors that influence the degree of market orientation and marketoriented activity; using a laddering method to elicit mental models; and considering concepts shared among actors in a value chain as possible indicators of the degree of market orientation.en_UK
dc.relationGrunert KG, Trondsen T, Gonzalo Campos E & Young J (2010) Market Orientation in the Mental Models of Decision Makers: two cross-border value chains. International Marketing Review, 27 (1), pp. 7-27.
dc.rightsPublished by Emerald in International Marketing Review:
dc.subjectMarketing Mathematical modelsen_UK
dc.subjectKnowledge management.en_UK
dc.subjectMarketing Decision makingen_UK
dc.titleMarket Orientation in the Mental Models of Decision Makers: two cross-border value chainsen_UK
dc.typeJournal Articleen_UK
dc.citation.jtitleInternational Marketing Reviewen_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.contributor.affiliationAarhus Universityen_UK
dc.contributor.affiliationUniversity of Tromsoen_UK
dc.contributor.affiliationUniversity of Tromsoen_UK
dc.contributor.affiliationMarketing & Retailen_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorGrunert, Klaus G|en_UK
local.rioxx.authorTrondsen, Torbjorn|en_UK
local.rioxx.authorGonzalo Campos, Emilio|en_UK
local.rioxx.authorYoung, James|en_UK
local.rioxx.projectInternal Project|University of Stirling|
local.rioxx.filenamegrunert trondsen young final.pdfen_UK
Appears in Collections:Marketing and Retail Journal Articles

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