search query: @author Kohli, A. K. / total: 12
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| Author: | Kohli, A. K. Jaworski, B. J. |
| Title: | Market orientation: the construct, research propositions, and managerial implications |
| Journal: | Journal of Marketing
1990 : APR, VOL. 54:2, p. 1-18 |
| Index terms: | MARKET RESEARCH MARKETING MANAGEMENT SUPPLY AND DEMAND STRATEGY CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The market orientation construct is explicated based on the literature and a field research consisting of in-depth interviews, its three elements - intelligence generation, dissemination and responsiveness - are discussed in detail; a formal definition is derived. A conceptual framework of the antecedents and consequences of market orientation is constructed including moderators on both supply and demand side. Antecedents are: senior management factors, interdepartmental dynamics, and organizational systems; each of them is further analyzed. Consequences are impacts on organization's strategy, employee dispositions, and customer behaviour. Interrelationship among the three elements are identified, 19 propositions are concluded. |
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