Market orientation is an attitude, i.e. a state of mind nota theory or an operational variable. This attitude focuses on thestimuli inherent in market demand and perceived commercialopportunities. Successful market orientation requires both adaptabilityof structural parameters and a high level of efficiency in establishedprocesses. Market orientation occurs on different levels of aggregationin the economy and has implications for a the market, b exchange,and c organisations. This universe is currently being subjected toincreasing forces of compression distances in time and space areshrinking. Macroeconomic changes must be analysed parallel with thedevelopment of business ideas, the responses of marketing activities tonew situations and continuous processes of internal reform andinnovation. Rightly perceived as a complex issue, market orientationleaves greater scope for business decisions.
European Business Review – Emerald Publishing
Published: Jan 1, 1991