Ardley, Barry (2008) Optometrists with defective vision: marketing orientation in the independent optical sector. In: Academy of Marketing Annual Conference, July 2008, Robert Gordon University.

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Abstract

Research into the marketing activities of the optical sector is extremely limited. The aim of this paper is redress this imbalance, and to examine and assess the role and relevance of marketing orientation to the independent optometrist. A national survey was undertaken using an adapted form of the MARKOR questionnaire, which sought to establish the level of marketing orientation of independent practitioners. This was supplemented by an in depth interview with a senior figure in an influential independent practitioner support organisation. The research shows that gaps exist in the market orientation activity of the independents. There is a lack of acceptance of the marketing function and practitioners score poorly on a number of aspects of marketing implementation. Whilst the response rate was good, those who completed the questionnaire represent a relatively small sample of optical practitioners and further research is required to validate the findings here. With the independent sector facing intensive competition and lacking in marketing orientation, a key recommendation is that the education and training of optometrists should incorporate a strong marketing and entrepreneurial element.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	Research into the marketing activities of the optical sector is extremely limited. The aim of this paper is redress this imbalance, and to examine and assess the role and relevance of marketing orientation to the independent optometrist. A national survey was undertaken using an adapted form of the MARKOR questionnaire, which sought to establish the level of marketing orientation of independent practitioners. This was supplemented by an in depth interview with a senior figure in an influential independent practitioner support organisation. The research shows that gaps exist in the market orientation activity of the independents. There is a lack of acceptance of the marketing function and practitioners score poorly on a number of aspects of marketing implementation. Whilst the response rate was good, those who completed the questionnaire represent a relatively small sample of optical practitioners and further research is required to validate the findings here. With the independent sector facing intensive competition and lacking in marketing orientation, a key recommendation is that the education and training of optometrists should incorporate a strong marketing and entrepreneurial element.
Keywords:	Marketing orientation, independent opticians, marketing strategy, education and training
Subjects:	N Business and Administrative studies > N500 Marketing
Divisions:	College of Social Sciences > Faculty of Business & Law > Lincoln Business School
Depositing User:	Barry Ardley
Date Deposited:	15 Jun 2012 10:27
Last Modified:	13 Mar 2013 09:11
URI:	http://eprints.lincoln.ac.uk/id/eprint/5871

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