The purpose of this article is to surface lessons we learned in course of doing our article on market orientation (Kohli and Jaworski Journal of Marketing, 54, 1-18 1990). These lessons are intended to provide specific guidance for scholars – particularly PhD students and junior faculty – interested in developing new constructs and theories related to them. We organize the lessons into four sections that reflect the end-to-end research process. Specifically, the paper is organized around issues relating to: (a) choosing whether and what to study, (b) with whom to study it, (c) doing the research, and (d) crafting the findings. For each section, we identify one or more lessons or principles that we believe generalize to a broader research context. We conclude with a set of ideas for future research on market orientation, especially those that could benefit from field-based studies.
This is a preview of subscription content, log in to check access.
Buy single article
Instant access to the full article PDF.
Price includes VAT for USA
Subscribe to journal
Immediate online access to all issues from 2019. Subscription will auto renew annually.
This is the net price. Taxes to be calculated in checkout.
There are several discovery-oriented approaches including observation studies, videography, participant-observation, and so on. Our insights are also relevant to these approaches; however, our discussion in this paper focuses primarily on interviews with managers.
We believe the research process is quite general, though other types of field research may vary somewhat (e.g., some approaches may have a stronger intertwining of data collection and crafting of findings).
Day, G. (1994). The capabilities of market-driven organization. Journal of Marketing, 58(4), 37–52.
Deshpandé, R., Farley, J. U., & Webster Jr., F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A Quadrad analysis. Journal of Marketing, 57(1), 23–37.
Gebhardt, G. F., Carpenter, G. S., & Sherry, J. F. (2006). Creating a market orientation: A longitudinal, Multifirm, grounded analysis of cultural transformation. Journal of Marketing, 70(4), 37–55.
Jaworski, B. J. (1988). Towards a theory of marketing control: Environmental context, control types and consequences. Journal of Marketing, 52(3), 23–39.
Jaworski, B. J., & MacInnis, D. J. (1989). Marketing jobs and management controls: Toward a framework. Journal of Marketing Research, 26, 406–419.
Kennedy, K. N., Goolsby, J. R., & Arnould, E. J. (2003). Implementing a customer orientation: Extension of theory and application. Journal of Marketing, 67(3), 67–81.
Kirca, A., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41.
Kohli, A. K. (1985). Some unexplored supervisory behaviors and their influence on Salespeople's role clarity, specific self-esteem, job satisfaction, and motivation. Journal of Marketing Research, 22(3), 424–433.
Kohli, A. K. (1989a). Effects of supervisory behavior: The role of individual differences among salespeople. Journal of Marketing, 53, 40–50.
Kohli, A. K. (1989b). Determinants of influence in organizational buying: A contingency approach. Journal of Marketing, 53, 50–65.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54, 1–18.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 20–35.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50, 135–145.
We would like to thank Manjit Yadav for inviting us to write this paper and providing detailed comments on various versions of the paper. We would also like to thank two anonymous reviewers.
Both authors contributed equally to the article.
About this article
Cite this article
Jaworski, B.J., Kohli, A.K. Conducting field-based, discovery-oriented research: lessons from our market orientation research experience. AMS Rev 7, 4–12 (2017). https://doi.org/10.1007/s13162-017-0088-5
- Market orientation
- Field work