search query: @author Grønhaug, K. / total: 13
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| Author: | Ottesen, G.G. Grönhaug, K. |
| Title: | Managers' understanging of theoretical concepts: the case of market orientation |
| Journal: | European Journal of Marketing
2002 : VOL. 36:11-12, p. 1209-1224 |
| Index terms: | Management Market orientation Perception |
| Language: | eng |
| Abstract: | Managers are frequently exposed to abstract, theoretical concepts, of which some are attended to while others are neglected. To become meaningful for managers, new abstract concepts must be reflected upon and given content. In this paper, the authors explore how and to what extent managers understand and make use of the exemplar concept of "market orientation". |
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