Karin Alm

Ph.D Student

Phone: +46 (0)46 222 78 06

Mobile:

Fax: +46 (0)46 222 42 16

E-mail: karin.alm@fek.lu.se

Research Interest

Market Orientation in Retailing

The focus of the study is on how retailers approach market oriented behaviour and to what extent market oriented behaviour is being expressed within the specific setting of retailing. The pre-assumption was that the degree of centralization would have an influence on how retailers approach market oriented behaviour. Hence, the aim of the research is to search for possible linkage between degree of centralization within retailer buying and market oriented behaviour. Meaning that the organizational structure i.e. inter-functional co-ordination should have an effect on to what extent consumer orientation and competitor orientation are expressed in retailers’ strategic orientation for assortment and as such to what extent retailers approach market orientation.

By investigating market oriented behaviour at different levels within retailer buying, the aim is to pinpoint key discrepancies on how market orientation is being implemented at different levels of the organization. In so doing I am aiming for knowledge on to what extent market oriented behaviour is communicated throughout the organization. The ambition is to gain knowledge on the cause and effect relationship between the retail organizational structure and level of market orientation.

 

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