Ragnhild Silkoset

(Author)

Co-market Orientation in NetworksPaperback, 15 January 2010

Co-market Orientation in Networks
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Print Length
212 pages
Language
English
Publisher
VDM Verlag
Date Published
15 Jan 2010
ISBN-10
3639207319
ISBN-13
9783639207316

Description

Companies that are market-oriented are superior in terms of ability to adapt to a constantly changing market. On this basis, the author tests what happens when companies implement market orientation on an inter-organizational level - labeled co-market orientation. Co-market orientation strongly increases companies' ability to handle problems that arise in the network, hence (1) free riders, such as willingness to participate in the joint marketing of a destination, (2) unsolved tasks such as cleaning up and maintenance of public areas, and (3) unsynchronized activities, such as the absence of coordinated opening hours. The book maps the mechanisms that motivate companies to participate in a co-market orientation. The empirical analysis shows that co-market-oriented tourist businesses in the greater work to maximize the destination collective interests, despite the fact that such behavior is in conflict with the companies' short- term self-interest. The book is also informative for other networks with collective customers such as shopping malls.

Product Details

Author:
Ragnhild Silkoset
Book Format:
Paperback
Country of Origin:
US
Date Published:
15 January 2010
Dimensions:
22.86 x 15.24 x 1.22 cm
ISBN-10:
3639207319
ISBN-13:
9783639207316
Language:
English
Location:
Saarbrucken
Pages:
212
Publisher:
Weight:
317.51 gm

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