Global Studies Centre Seminar with Prof Dariusz Dąbrowski (Gdańsk University of Technology)

A Revisited Perspective on the Impact of Market Orientation on Organizational Performance 

Abstract: The current explanation of the impact of market orientation on company performance focuses on achieving competitive advantage, understood as offering customers the highest possible value (the so-called buyer's surplus). However, the evolution of economic thought has led to the understanding that economic value, rather than merely buyer’s surplus, constitutes the essence of competitive advantage. Consequently, an analysis of the impact of market orientation on company performance has been conducted, emphasizing a competitive advantage based on economic value. The result of this analysis is a conceptual model of the phenomenon, which will be presented at the seminar along with directions and opportunities for future research in this area.

Speaker Bio: Dariusz Dąbrowski is an Associate Professor in the Department of Marketing at the Faculty of Management and Economics of Gdańsk University of Technology. He serves as the Head of the Department of Marketing and is also a member of the Faculty Council and the Scientific Discipline Council for Social Sciences. His research interests focus on three areas: new product management, market orientation in organizations, and user experience within human-computer interactions. His scientific works have been published in journals such as the Journal of Business Economics and Management, the Journal of Advertising Research, the Journal of Research in Interactive Marketing, the Journal of Hospitality and Tourism Management, and the Journal of Marketing Communications, as well as in research monographs and books, including his own monograph titled Market Knowledge and Creativity in Developing New Products. He is the recipient of the Outstanding Paper Award (with Bruno Schivinski) from Emerald. His research projects have received funding from the Open Society Institute and the Phare ACE Programme (EU).