ISSN:
1572-8846
Keywords:
market orientation
;
organizational learning
Source:
Springer Online Journal Archives 1860-2000
Topics:
Economics
Notes:
Abstract Over the past ten years, significant progress has been made in the market orientation area. Scholarly attention has focused on the definition, measurement, and impact of a market orientation. Attention has also focused on organizational drivers of market orientation and its enhancement. Despite progress, several research challenges remain and rich opportunities exist for further work in the area. This paper critically reviews the “state-of-the-art” and offers a roadmap for future work in the area. The review primarily focuses on (1) the meaning of market orientation, (2) its relationship with several emerging topics/themes in the literature (e.g., market information processing, organizational learning, knowledge use, industry foresight and driving markets), (3) the quality of market-oriented behaviors, (4) impact of market orientation, and (5) issues in enhancing market orientation. We conclude with a conceptual synthesis and methodological suggestions.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1007/BF00128686
