2.06. The reproduction of the market orientation concept in the brazilean popular press or management between 2001 and 2010

Autores: MSC M. Madeira Lyra, PHD F. Moraes Da Costa, PHD A. Rodriguez Veloso

RESUMEN

Purpose
Pop-Management comprises magazines, newspapers and books that in their own particular way distribute knowledge on business in a simpler and easier to understand form. The growing demand for information on the latest business practices and the criticism on pop-management generated the main purpose of this research effort: verify how Pop-Management reproduces theoretical concepts.
Methodology
We constructed a database with articles related to market orientation from the most influential business magazines in Brazil (HSM Management, Você S/A, Exame, Época Negócios and Isto É dinheiro). We browsed through 1080 issues from 2001-2010 in search of marketing oriented articles (748 articles). Afterwards, we read them searching for the market orientation concept and related constructs (162 articles found). The database was submitted to a content analysis in 3 steps (Bardin (1977): pre-analysis, exploration of material and treatment of results, inferences and interpretations.
Findings
Pop-management reproduces the concept of market orientation in a fragmented, simplistic and incomplete form. Pop-Management fails to present to readers the correct comprehension and deepness of concepts, therefore turning very difficult to readers to understand and implement Market Orientation.
Originality/ value of the manuscript
The identification that Pop-management is not transmitting sound concepts to practitioners is of extreme concern. Practitioners should be aware that they are being exposed to only a few glimpses of the marketing literature. On the other hand Pop-management editors should be aware about their responsibilities as sources of managerial information.

Key words: Pop-management, market orientation, content analysis, business press