search query: @author Lafferty, B.A. / total: 2
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| Author: | Lafferty, B.A. Hult, G.T. |
| Title: | A synthesis of contemporary market orientation perspectives |
| Journal: | European Journal of Marketing
2001 : VOL. 35:1-2, p. 92-109 |
| Index terms: | MARKET ORIENTATION MARKETING CONCEPT MARKETING STRATEGY |
| Language: | eng |
| Abstract: | This study presents a conceptual framework that integrates five recently advanced perspectives on market orientation (Deshpande, Farley, and Webster; Kohli and Jaworski; Narver and Slater; Ruekert; Shapiro). The similarities and differences are reviewed and a synthesized conceptualization of market orientation is offered, followed by a discussion of market orientation as a managerial versus cultural phenomenon to achieving a competitive advantage. |
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