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| Strateška orijentacija× | Ljestvica sposobnosti tržišnog osjetila× | |
|---|---|---|
| Područje | Strateški menadžment | Strateški menadžment |
| Obitelj | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1978 | 1990 |
| Tvorac≠ | Miles and Snow; extended by Miller and Friesen | Ajay Kohli, Bernard Jaworski, and George S. Day |
| Vrsta | Organizational self-report questionnaire | Organizational self-report questionnaire |
| Temeljni izvor≠ | Miles, R. E., & Snow, C. C. (1978). Organizational strategy, structure, and process. McGraw-Hill. DOI ↗ | Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18. DOI ↗ |
| Drugi nazivi | Strategic Posture Scale, Miller-Friesen Framework | MSC, Market Intelligence Capability |
| Srodne | 5 | 5 |
| Sažetak≠ | Strategic Orientation refers to the fundamental approach an organization adopts when competing in its market, encompassing its competitive strategy, market focus, and organizational design. Miles and Snow's (1978) foundational framework identifies four strategic postures: Defenders (focus on stable market segments, operational efficiency, and incremental innovation), Prospectors (pursue new market opportunities, drive innovation, accept higher risk), Analyzers (balance efficiency and innovation, serve established markets while exploring adjacent opportunities), and Reactors (lack clear strategy, respond reactively to environmental pressures). This scale operationalizes Miles and Snow's framework, revealing an organization's strategic type and fit with its environment and structure. | Market Sensing Capability (MSC) refers to an organization's ability to systematically gather, interpret, and respond to market information about customers, competitors, and market trends. Building on Kohli and Jaworski's (1990) market orientation construct and George Day's (1994) framework of market-driven organizations, the MSC scale measures three interconnected processes: intelligence generation (acquiring market information), dissemination (sharing information across functions), and responsiveness (acting on market insights). Organizations with strong MSC detect competitive threats earlier, understand customer needs more deeply, and adapt strategies faster than competitors with weaker sensing capabilities. |
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