{"title":"服务主导逻辑和市场导向:以巴西农业综合企业为例","authors":"Mariangela Duarte Soares Albuquerque, T. Martins","doi":"10.1515/roms-2021-0054","DOIUrl":null,"url":null,"abstract":"Abstract The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms\",\"authors\":\"Mariangela Duarte Soares Albuquerque, T. Martins\",\"doi\":\"10.1515/roms-2021-0054\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.\",\"PeriodicalId\":35829,\"journal\":{\"name\":\"Review of Marketing Science\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-04-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Review of Marketing Science\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1515/roms-2021-0054\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Review of Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1515/roms-2021-0054","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms
Abstract The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.
期刊介绍：
The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.
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