Journal of Marketing Management

Market Orientation and Worker Type: Knowledge Workers vs. Talent Workers and Their Influence on the Organization
Dawn Mrozak Mueller; Pradeep Gopalakrishna

Abstract
Much information exists on market oriented organizations and their links to profitability and performance. There is a paucity of information on the composition of the workforce in market oriented organizations, specifically the ratio of “talent workers” to “knowledge workers.” This study analyzed the types of workers that comprise a market-oriented organization versus non-market-oriented organizations such as a federal government agency. A convenience sample of workers in a market oriented organization and non-market oriented organization were surveyed. The data supported the hypotheses that market-oriented organizations have a greater percentage of talent workers than knowledge workers; market-oriented organizations have a greater percentage of talent workers than non-market oriented organizations.

Full Text: PDF     DOI: 10.15640/jmm.v4n2a1