The Effect of Leadership Style on Market Orientation and Product Performance, emphasizing Market Orientation

2015 Fiscal Year Final Research Report

• Project/Area Number: 24730369
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Kyushu University (2013-2015); Waseda University (2012)
• Principal Investigator: IWASHITA Hitoshi 九州大学, 経済学研究科(研究院), 講師 (30608732)
• Project Period (FY): 2012-04-01 – 2016-03-31
• Keywords: マーケティング / 製品開発 / 市場志向 / トップマネジメント / リーダーシップ / 市場志向の強調 / 実証分析

Outline of Final Research Achievements

The goal of this research is, in the case of a top management emphasizing on Market Orientation, I clarify what impact does Leadership Style affects Market Orientation and business performance. In the first year, I reviewed previous research. As a result, in previous research, I found few researches focusing on not only Market Orientation, but also Leadership Style. In the next year, I interviewed with top management of famous Japanese companies. And, also, I tried searching for the relationship between Market Orientation and Leadership. Based on the result of the interview and the knowledge of previous research, I introduced one proposition about this relationship. In the next year, I adopted several concepts which have already developed, and built one hypothesis model. In the final year, I conducted a survey and mailed for 4500 managers whose companies belong to the first section of the Tokyo Stock Exchange. Based on this result, I clarified the model by using multivariate analysis.

Free Research Field

マーケティング