Market Orientation: Antecedents and Consequences
Abstract
This research addresses three questions: (1) Why are some organizations more market-oriented than others? (2) What effect does a market orientation have on employees and business performance? (3) Does the linkage between a market orientation and business performance depend on the environmental context? The findings from two national samples suggest that a market orientation is related to top management emphasis on the orientation, risk aversion...
Paper Details
Title
Market Orientation: Antecedents and Consequences
Published Date
Jul 1, 1993
Journal
Volume
57
Issue
3
Pages
53 - 53
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Notes
History