search query: @author Harris, L. C. / total: 10
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| Author: | Harris, L. C. |
| Title: | Developing Market Orientation: An Exploration of Differences in Management Approaches |
| Journal: | Journal of Marketing Management
2002 : SEP, VOL. 18:7-8, p. 603-632 |
| Index terms: | MARKET ORIENTATION DEVELOPMENT MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Following the seminal conceptualization and operationalisation studies of the early 1990s, research into market orientation has blossomed. Studies abound of the plethora of antecedents and the myriad of potential consequences. However, although a greater understanding of the barriers and performance implications of market orientation has been developed, inexplicably empirical research into management approaches to developing market orientation is neglected. Little is known of the different approaches, strategies or tactics management employ to improve market orientation. The current study is designed to explore this issue and to provide empirical insights into the nature of differences in management approaches. |
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