Market Orientation: The Construct, Research Propositions, and Managerial Implications
Abstract
The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional...
Paper Details
Title
Market Orientation: The Construct, Research Propositions, and Managerial Implications
Published Date
Apr 1, 1990
Journal
Volume
54
Issue
2
Pages
1 - 1
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Notes
History