Technology or customer orientations: theory and scale development

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dc.contributor.advisorNel, Deonen_ZA
dc.contributor.authorBerthon, Jean-Paulen_ZA
dc.date.accessioned2014-11-04T08:43:56Z
dc.date.available2014-11-04T08:43:56Z
dc.date.issued1999en_ZA
dc.descriptionBibliography: leaves 105-118.en_ZA
dc.description.abstractThe issue of the relationship between innovation and market orientation is a vexing yet vital problem for researcher and practitioner alike. The recent strategic management and marketing literatures have featured an ongoing debate concerning these philosophies as guiding templates for the way in which organisations conduct their business activity. This dissertation takes as its theme this central tension. Specifically, it focuses on the dialectic between marketing and innovation. The contrast between serving and creating customers is explored and the sometimes-uneasy relationship between an innovation and a customer orientation is examined in the light of both philosophical origin and contemporary research. From this discussion, a model that provides an inclusive paradigm is developed. The resulting archetypes and their inter-relationships are then discussed and related to the different strategies that firms have used to resolve the tension. The dissertation then explores the dynamics of the change process for several well-known companies, based on the insights generated by the model. Managerial implications of the model are explored, with a particular emphasis on how new technology is changing the desirability of alternative strategies. Having specified and explored the model on a conceptual level, the dissertation then goes on to operationalize the framework. Specifically, a measurement scale to assess the extent to which a firm or a business corresponds to a particular archetype is developed. Tests of reliability and validity are conducted. The results indicate in four clearly defied factors that correspond to the archetypes in the model. The use of the model and scale for management and academics are discussed.en_ZA
dc.identifier.apacitationBerthon, J. (1999). <i>Technology or customer orientations : theory and scale development</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,GSB: Faculty. Retrieved from http://hdl.handle.net/11427/9055en_ZA
dc.identifier.chicagocitationBerthon, Jean-Paul. <i>"Technology or customer orientations : theory and scale development."</i> Thesis., University of Cape Town ,Faculty of Commerce ,GSB: Faculty, 1999. http://hdl.handle.net/11427/9055en_ZA
dc.identifier.citationBerthon, J. 1999. Technology or customer orientations : theory and scale development. University of Cape Town.en_ZA
dc.identifier.risTY - Thesis / Dissertation AU - Berthon, Jean-Paul AB - The issue of the relationship between innovation and market orientation is a vexing yet vital problem for researcher and practitioner alike. The recent strategic management and marketing literatures have featured an ongoing debate concerning these philosophies as guiding templates for the way in which organisations conduct their business activity. This dissertation takes as its theme this central tension. Specifically, it focuses on the dialectic between marketing and innovation. The contrast between serving and creating customers is explored and the sometimes-uneasy relationship between an innovation and a customer orientation is examined in the light of both philosophical origin and contemporary research. From this discussion, a model that provides an inclusive paradigm is developed. The resulting archetypes and their inter-relationships are then discussed and related to the different strategies that firms have used to resolve the tension. The dissertation then explores the dynamics of the change process for several well-known companies, based on the insights generated by the model. Managerial implications of the model are explored, with a particular emphasis on how new technology is changing the desirability of alternative strategies. Having specified and explored the model on a conceptual level, the dissertation then goes on to operationalize the framework. Specifically, a measurement scale to assess the extent to which a firm or a business corresponds to a particular archetype is developed. Tests of reliability and validity are conducted. The results indicate in four clearly defied factors that correspond to the archetypes in the model. The use of the model and scale for management and academics are discussed. DA - 1999 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 1999 T1 - Technology or customer orientations : theory and scale development TI - Technology or customer orientations : theory and scale development UR - http://hdl.handle.net/11427/9055 ER -en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/9055
dc.identifier.vancouvercitationBerthon J. Technology or customer orientations : theory and scale development. [Thesis]. University of Cape Town ,Faculty of Commerce ,GSB: Faculty, 1999 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/9055en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentGSB: Facultyen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherBusinessen_ZA
dc.titleTechnology or customer orientations: theory and scale developmenten_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMPhilen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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