Market orientation: The construct, research propositions, and managerial implications

Seminar paper from the year 2001 in the subject Business economics - Business Management, Corporate Governance, grade: 2,0 (B), Otto-von-Guericke-University Magdeburg (Economics), course: Management Theory, language: English, abstract: Very little attention has been given to organizational processes, such as market orientation. That is one reason why hardly anybody can explain the term. Market orientation means the implementation of the marketing concept and represents a long-term advantage. Because a market orientation is not easily engendered, it may be considered an additional and distinct form of sustainable competitive advantage. In this paper the domain of the market orientation construct will be clarified and a working definition provided.