A conceptual model for individual level implementation of market orientation

Abstract

The objective of this paper is to investigate the antecedents and consequences of Individual Market Orientation (I-MO). The intention is to construct a new conceptual model that can be tested empirically through SMEs in the Less Developed Countries (LDCs). Studying Market Orientation concept in LDCs is advocated by many previous researches of Market Orientation. Literature reveals that few studies have investigated the contribution of individuals in the organizations’ Market Orientation. This study’s contribution to knowledge is to construct a new I-MO conceptual model that can be tested by future empirical studies. The conceptual model is based on two theories; Social Exchange Theory and Theory of Resource-Based View. The model has three independent variables; Employee Personality Emotional Intelligence and Employee Commitment which are viewed as antecedents. I-MO is seen as mediating variable that lead to Employee Performance. Findings from the study are expected to enlighten managers on the factors that will lead to higher employees’ performance through enhanced implementation of I-MO. The model will be a significant tool for managers to induce the implementation of organization Market Orientation through individual employees.