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Market and Innovation Orientation Typology: Proposition and Illustrations
University of Gävle, Sweden.ORCID iD: 0000-0002-0651-0197
(English)Manuscript (preprint) (Other academic)
Keywords [en]
market orientation, innovation orientation, customer-led, responsiveness, economy, public housing, typology
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-182099OAI: oai:DiVA.org:kth-182099DiVA, id: diva2:903230
Note

QS 2016

Available from: 2016-02-15 Created: 2016-02-15 Last updated: 2018-09-26Bibliographically approved
In thesis
1. Market orientation and public housing companies in the Swedish declining market
Open this publication in new window or tab >>Market orientation and public housing companies in the Swedish declining market
2016 (English)Licentiate thesis, comprehensive summary (Other academic)
Abstract [en]

The licentiate thesis consists of three papers with the particular topic in public housing. They discuss how the public housing companies manage the transition to higher economic demands meeting increased customer and market requirements. These studies focus specifically on how the public housing company deal with market challenges associated with the decision to demolish, maintain and/or new construction. Market-oriented perspective can be a tool for the public housing companies to achieve better customer value and enhance economic development. Although the market orientation concept has contributed to valuable improvements in research, the thesis assumes that it is necessary to distinguish between that the public housing companies operate market-oriented to meet customer requirements and their focus on innovation.

Paper I develops market/innovation types and then investigates how public housing companies adapt to these types. It was found that economic conditions in the municipality have a major impact on the housing companies, causing them to act innovatively and create superior customer value by innovations. The study confirms that the implementation of market and innovation orientation contributes to competitive advantages in growing markets, while weak economic conditions impair implementation in declining markets.

Paper II addresses how public housing companies in declining markets act based on the concept of market intelligence. This study suggested and tested whether there is a positive link between collecting customer information, disseminating it in the organization, and responding to customer needs, and whether this link has an impact on strategic performance. The result shows that weak links exist in the process; the efficiency of intelligence distribution in public housing companies is affected mainly by their responsiveness to customer needs.

Paper III also addresses the public housing companies’ market strategies in declining markets. This study, based on a market-strategic perspective, compares how public housing companies act in relation to customer wants compared to the private housing market. The result shows that public housing companies are more engaged in carrying out new construction, renovation, and reconstruction, as well as taking more social responsibility compared to the private sector. In particular, their concern for the customers’ social needs is evident.

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2016. p. 47
Series
TRITA-FOB-LIC ; 2016:1
Keywords
Public housing companies, market strategies, market orientation, declining markets, private housing companies
National Category
Social Sciences
Research subject
Real Estate and Construction Management
Identifiers
urn:nbn:se:kth:diva-182043 (URN)978-91-85783-62-5 (ISBN)
Presentation
2016-03-07, F3, Lindstedtsvägen 26, Stockholm, 11:23 (Swedish)
Opponent
Supervisors
Note

QC 20160215

Available from: 2016-02-15 Created: 2016-02-12 Last updated: 2016-02-15Bibliographically approved
2. The role of market orientation in public housing companies:: A study of MO’s effect on construction strategies
Open this publication in new window or tab >>The role of market orientation in public housing companies:: A study of MO’s effect on construction strategies
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The development of public housing companies in Sweden is strongly influenced by legal, economic, and demographic changes. The companies long tradition of taking responsibility for customer welfare in living have recently been criticized for excessive dominance over price setting, which is claimed to give them competitive advantages in the housing market. New legislation in 2011 requires financial return on investment, implying increased competition with radical changes for the companies. Because of the law, they find themselves transitioning from the role of being responsible for living conditions in Sweden to having to work in a businesslike manner with increased competition.The purpose of this dissertation is to analyze how the public housing companies’ deal with market orientation constructs and what their impact is on construction strategy choices. Theoretically, the market orientation concept is seen as a tool for companies to create superior value for the customers and influence strategic performance, which is a relationship tested and analyzed in this dissertation.The research was conducted through data collection stages using qualitative and quantitative methods. In the first stage, a qualitative pilot study was conducted with interviews of 15 managers in 11 public housing companies in central Sweden. In the second stage, two quantitative comparative studies of public and private housing companies in declining markets in central Sweden were conducted, collecting data from 23 (22 survey respondents) public and 37 private housing companies (16 respondents). In the third and final stage, two quantitative studies were conducted, collecting data from all 289 public housing companies (165 respondents) in Sweden.Results of the five studies show, firstly, that economic condition in the municipality have a major impact on the housing companies’ construction strategies, causing them to act innovatively in order to create superior customer value. Secondly, market orientation efforts contribute to competitive advantages in growing markets, while weak economic conditions limit the companies’ construction strategy choices in declining markets. After analyzing the link between market orientation constructs and construction strategy in declining markets, results showed that the public housing companies demonstrate higher responsiveness to customer demands compared to the private sector, but these have no effects on construction strategy. Thirdly, the analysis of moderating (external) and mediating (corporate social responsibility) effects on the market orientation and construction strategy relationship confirms that economic conditions in society influence construction strategy planning and decisions. The results of the mediating effects of CSR indicate that environmental and social issues have a positive influence on the market orientation and construction strategy relationship.

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2018. p. 72
Series
TRITA-ABE-DLT ; 1833
Keywords
Public housing companies, market orientation, construction strategies, innovation, moderating and mediating effects, strategic performance
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:kth:diva-235371 (URN)978-91-7729-930-1 (ISBN)
Public defence
2018-10-15, KTH, Kollegiesalen,, Brinellvägen 8,, Stockholm, 13:00 (Swedish)
Opponent
Supervisors
Note

QC 20180925

Available from: 2018-09-25 Created: 2018-09-24 Last updated: 2018-09-26Bibliographically approved

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