"Miles ahead" - using jazz to investigate improvisation and market orientation 

Hdl Handle:
http://hdl.handle.net/10149/58392
Title:
"Miles ahead" - using jazz to investigate improvisation and market orientation 
Authors:
Dennis, N. K. (Noel); Macaulay, M. (Michael)
Affiliation:
University of Teesside. Teesside Business School.
Citation:
Dennis, N. K. and Macaulay, M. (2007) '"Miles ahead" - using jazz to investigate improvisation and market orientation', European Journal of Marketing, 41 (5/6), pp.608-623.
Publisher:
Emerald Group Publishing Limited
Journal:
European Journal of Marketing
Issue Date:
2007
URI:
http://hdl.handle.net/10149/58392
DOI:
10.1108/03090560710737642
Abstract:
Purpose: The purpose of this article is to investigate ways in which improvisation can be used to enhance and advance market orientation. Design/methodology/approach: The article draws upon existing market orientation literature and musical theory to extend the authors’ previous work of the need for improvisation in strategic market planning (SMP) into a wider area of market orientation. Findings: The article evinces a conceptual matrix to illustrate four basic levels of market oriented improvisation: one-size fits all; improvisation through alternatives; single level improvisation (SLI); and multi-level improvisation (MLI). Practical implications – The article will demonstrate the core competences of a jazz band: musical knowledge; role definition; quasi-autonomous leadership; open communication; and self-reflexivity. It will discuss how these competences are directly transferable to market oriented organisations. Originality/value: The article provides a new definition of market orientation, which posits improvisation as a central element.
Type:
Article
Keywords:
market orientation; music; strategic marketing; marketing planning; strategic marketing planning; SMP; improvisation
ISSN:
0309-0566
Rights:
Author can archive post-print (ie final draft post-refereeing). For full details see http://www.sherpa.ac.uk/romeo/ [Accessed 21/12/09]
Citation Count:
2 [Scopus, 21/12/09]

Full metadata record

DC FieldValue Language
dc.contributor.authorDennis, N. K. (Noel)-
dc.contributor.authorMacaulay, M. (Michael)-
dc.date.accessioned2009-04-01T10:50:53Z-
dc.date.available2009-04-01T10:50:53Z-
dc.date.issued2007-
dc.identifier.citationEuropean Journal of Marketing; 41 (5/6): 608-623-
dc.identifier.issn0309-0566-
dc.identifier.doi10.1108/03090560710737642-
dc.identifier.urihttp://hdl.handle.net/10149/58392-
dc.description.abstractPurpose: The purpose of this article is to investigate ways in which improvisation can be used to enhance and advance market orientation. Design/methodology/approach: The article draws upon existing market orientation literature and musical theory to extend the authors’ previous work of the need for improvisation in strategic market planning (SMP) into a wider area of market orientation. Findings: The article evinces a conceptual matrix to illustrate four basic levels of market oriented improvisation: one-size fits all; improvisation through alternatives; single level improvisation (SLI); and multi-level improvisation (MLI). Practical implications – The article will demonstrate the core competences of a jazz band: musical knowledge; role definition; quasi-autonomous leadership; open communication; and self-reflexivity. It will discuss how these competences are directly transferable to market oriented organisations. Originality/value: The article provides a new definition of market orientation, which posits improvisation as a central element.-
dc.publisherEmerald Group Publishing Limited-
dc.rightsAuthor can archive post-print (ie final draft post-refereeing). For full details see http://www.sherpa.ac.uk/romeo/ [Accessed 21/12/09]-
dc.subjectmarket orientation-
dc.subjectmusic-
dc.subjectstrategic marketing-
dc.subjectmarketing planning-
dc.subjectstrategic marketing planning-
dc.subjectSMP-
dc.subjectimprovisation-
dc.title"Miles ahead" - using jazz to investigate improvisation and market orientation -
dc.typeArticle-
dc.contributor.departmentUniversity of Teesside. Teesside Business School.-
dc.identifier.journalEuropean Journal of Marketing-
ref.assessmentRAE 2008-
ref.citationcount2 [Scopus, 21/12/09]-
or.citation.harvardDennis, N. K. and Macaulay, M. (2007) '"Miles ahead" - using jazz to investigate improvisation and market orientation', European Journal of Marketing, 41 (5/6), pp.608-623.-
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