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

Learn More →

Market Orientation: The Construct, Research Propositions, and Managerial Implications

Market Orientation: The Construct, Research Propositions, and Managerial Implications The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

Market Orientation: The Construct, Research Propositions, and Managerial Implications

Journal of Marketing , Volume 54 (2): 18 – Apr 1, 1990

Loading next page...
 
/lp/sage/market-orientation-the-construct-research-propositions-and-managerial-EsZbnB0spo

References (53)

Publisher
SAGE
Copyright
© 1990 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299005400201
Publisher site
See Article on Publisher Site

Abstract

The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed.

Journal

Journal of MarketingSAGE

Published: Apr 1, 1990

There are no references for this article.