University of Twente Student Theses
Future-proofing technical B2B firms : examining the impact of market orientation and marketing function integration on strategic foresight.
Bos, J.C.L. (2024) Future-proofing technical B2B firms : examining the impact of market orientation and marketing function integration on strategic foresight.
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| Abstract: | Purpose: This research aims to examine the impact of market orientation and the marketing function on the strategic foresight of technical B2B organisations. Eventually, practitioners in the technical B2B sector can be encouraged to potentially rethink their practices in the field of market orientation and the marketing function to possibly enhance their strategic foresight to become future-proof. Method: This research consists of a literature review and empirical research. The literature review was performed regarding the three constructs: market orientation, marketing function, and strategic foresight. A quantitative method was applied, where a survey was conducted (N = 30). Factor and regression analyses were applied. Results: The results have shown that both market orientation and the marketing function are positively related to the strategic foresight of B2B companies in the Netherlands. As the level of market orientation increases and the marketing function becomes more advanced, the level of strategic foresight increases. No moderation or mediation effects were found. Research limitations: A bigger sample size including possibly international respondents would have been preferable to enhance the robustness of the findings. Furthermore, although the scales used in this research were validated, their complete utilisation was restricted due to limitations in the number of questions. |
| Item Type: | Essay (Master) |
| Clients: | STEM-imc, Voorburg, The Netherlands |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 70 social sciences in general, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/98609 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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