Despite the credibility of the market orientation concept, it is still not being fully realised by practitioners. Many perceive their companies to be orientated to the consumer, but the evidence is contrary and the development of a genuine market orientation remains elusive. This paper identifies eight common reasons why managers misinterpret their companies’ market orientation levels and ident...

the purpose of this study is to evaluate effect of porter`s competitive strategies tomeet customer market orientation needs in petrochemical firms. given the numbers ofproducts of this company, this study examine polyethylene products, so the impact of 3porter`s strategies, differentiation strategy, focus strategy, cost leadership strategy,evaluate in response to market orientation needs of thi...

From a strategic viewpoint a market orientation remains incomplete if practitioners do not understand the modus operandi that gives rise to superior new product performance. Empirical research on the routes through which market orientation affects new product performance is limited. The present study attempts to advance our understanding of these matters by examining the relationships between K...

This paper investigates the degree of market orientation of participants in the fresh produce marketing channel in Zimbabwe and the extent to which it is influenced by environmental uncertainty. The results generally support previous research that has shown that market orientation is positively related to perceived environmental uncertainty. There was a generally high degree of market orientati...

The article provides a direct test of the applicability of a western paradigm to Russia – a country with a different cultural and economic system. This article aims to give knowledge-intensive companies in Tatarstan (Russia) a better understanding about influence of their level of market orientation on business performance. This study validated Kohli and Jaworski’s market orientation scale in k...

Market orientation has been extensively discussed in the literature however few studies have examined the challenges associated with adopting this orientation from both a firm and industry perspective. This study used depth interviews with senior marketing executives to examine the extent of market orientation in the funds management industry in Australia and the challenges associated with its ...

Article history: Received 1 March 2008 Received in revised form 1 August 2008 Accepted 1 October 2008 This study assesses how customer value affects a firm's market orientation and consequently, competitive advantage and organizational performance in a service industry— the global hotel industry. The findings show that if a firm perceives its customers as valuing service, the firm is more likel...

Abstract In a higher education institution, perceptions and values are split due to the emergence of subcultures, market orientation is into competitive, customer (student) interfunctional orientation. This study seeks shed light on concept in this context through comparison subcultures institution Hungary consider avenues for potential best practice. Through mixed method approach, identified f...