This article investigates the relationship of the internal perception of market orientation by
managers and salespeople, as well as the external perspectives of customers, across …

The development of a market orientation is central to the marketing discipline. For nearly five
decades, it has been a broadly accepted tenet of marketing thought that a market orientation …

The majority of studies on market orientation claim that compelling evidence exists that
market orientation has a positive effect on business performance. This study takes a closer …

The nature of the market orientation concept has been a subject of heated debate in the
marketing and management strategy literature in recent years. In efforts to contribute to the …

The majority of studies on market orientation claim compelling evidence exists that market
orientation has a positive effect on business performance. This study takes a closer look at …

While market orientation has almost been taken for granted by both academics and some
practitioners, attempts to define and operationalize the construct have been very limited …

Purpose–Although much has been written about the antecedents and consequences of
market orientation, and previous studies have generated useful insights into different “forms” …

The prominence of market orientation as a core organizational concept, as well as recent
discussions about its contributions and shortcomings, suggest that it is time to assess the …

Market orientation is the implementation of the marketing concept and the organisation-wide
creation of customer value. While there have been various conceptualisations and …

Purpose–To assess quantitatively the impact of market orientation on the performance of the
firm. While much empirical work has centered on market orientation, the generalizability of …