Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

PERSPECTIVES ON MARKET ORIENTATION

PERSPECTIVES ON MARKET ORIENTATION 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Business Review Emerald Publishing

PERSPECTIVES ON MARKET ORIENTATION

European Business Review , Volume 91 (1) – Jan 1, 1991

Loading next page...
 
/lp/emerald-publishing/perspectives-on-market-orientation-ipDmml3jko
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0955-534X
DOI
10.1108/EUM0000000001872
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Business ReviewEmerald Publishing

Published: Jan 1, 1991

There are no references for this article.