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Barriers to market orientation: the myths and realities

Barriers to market orientation: the myths and realities Delves into market orientation and gives its true definition as ‘the organizational culture that most effectively and efficiently creates the necessary behaviours for the creation of superior value for buyers and, thus, continuous superior performance for the business’. Looks at possible barriers, a marketing culture, and the dominant culture. Concludes that much work on barriers to market orientation has been ill focused. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

Barriers to market orientation: the myths and realities

The Antidote , Volume 3 (5): 4 – Aug 1, 1998

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006565
Publisher site
See Article on Publisher Site

Abstract

Delves into market orientation and gives its true definition as ‘the organizational culture that most effectively and efficiently creates the necessary behaviours for the creation of superior value for buyers and, thus, continuous superior performance for the business’. Looks at possible barriers, a marketing culture, and the dominant culture. Concludes that much work on barriers to market orientation has been ill focused.

Journal

The AntidoteEmerald Publishing

Published: Aug 1, 1998

Keywords: Market orientation; Organizational culture; Performance indicators

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