John Narver

Professor Emeritus of Marketing

PhD, University of California, Berkeley, 1965
MBA, University of California, Berkeley, 1960
BS, Oregon State University, 1957

Marketing strategy, customer-oriented business culture, business-to-business marketing, competition analysis.

Positions Held
At the University of Washington since 1966.
Assistant professor at the University of British Columbia (1964-66)
Business-to-business marketing at the Boise Cascade Corporation (1960-61).

Current Research
Creating a customer-focused organization, integrating organizational learning and customer orientation, analysis of market orientation and performance.

Honors and Awards
MBA Professor of the Year (1993)
Best Paper Award from Marketing Science Institute (1996)
Fulbright Fellowship (1980)
Listed in Who's Who in America.

Academic Service
Director of the Center for Retail and Business Market Strategy (1988-95)
Chairman of the Department of Marketing and International Business (1974-78, 1982-83).

Selected Publications
"Market Oriented is more than Being Customer Led," with S. Slater, Strategic Management Journal (forthcoming in 2000).

"Customer-Led and Market-Oriented: Let's Not Confuse the Two," with S. Slater, Strategic Management Journal (Vol. 19, 1998).

"Creating a Market Orientation," with S. Slater and B. Tietje, Journal of Market-Focused Management (Vol. 2, 1998).

"Market Orientation and the Learning Organization," Journal of Marketing (July 1995).

"Does Competitive Environment Moderate the Market Orientation-Performance Relationship?" Journal of Marketing (Jan. 1994).

"The Effect of Market Orientation on Business Profitability," Journal of Marketing (Oct. 1990).

The Marketing Economy: An Analytical Approach, Holt, Rinehart, and Winston (1971).

Conglomerate Mergers and Market Competition, University of California Press (1967).

Selected Consulting Experience
U.S. WEST, Weyerhaeuser, PlumCreek Timber Company, and Weldwood of Canada, creating a customer-focused organization.

Contact Information

Phone:206-543-4369 (messages)

Mailing Address

Foster School of Business
University of Washington
Box 353200
Seattle, WA 98195-3200

"The opportunity exists for any business to continuously lead its customers and thereby avoid having to compete on a price basis. Judging by their behavior, however, relatively few businesses understand this fact."