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Market Orientation: The Construct, Research Propositions, and Managerial Implications
Ajay K. Kohli and Bernard J. Jaworski
Journal of Marketing
Vol. 54, No. 2 (Apr., 1990), pp. 1-18
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251866
Page Count: 18
You can always find the topics here!Topics: Market orientation, Marketing, Customers, Business management, Consumer goods industries, Depth interviews, Industrial management, Employment interviews, Marketing management, Business structures
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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 of Marketing © 1990 American Marketing Association