Optometrists with defective vision: marketing orientation in the independent optical sector

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.

Full content URL: http://www2.rgu.ac.uk/am2008/Detailed%20Programme....


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Item Type:Conference or Workshop contribution (Paper)
Item Status:Live Archive


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:Lincoln International Business School
ID Code:5871
Deposited On:15 Jun 2012 10:27

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