search query: @indexterm CORPORATE STRATEGY / total: 2034
reference: 160 / 2034
| Author: | Fritz, W. |
| Title: | Market orientation and corporate success: Findings from Germany |
| Journal: | European Journal of Marketing
1996 : VOL. 30:8, p. 59-74 |
| Index terms: | SUCCESS STRATEGIC MANAGEMENT GERMANY CORPORATE STRATEGY |
| Language: | eng |
| Abstract: | This paper identifies the market orientation as one of the key dimensions of corporate management. Together with other basic dimensions of management the market orientation contributes substantially to corporate success. The popular practical measures designed to implement the market orientation within the organization may cause negative side effects in terms of corporate success, but these risks could be controlled by requiring a holistic research approach to corporate management. An integrated analysis of the market orientation within the overall concept of corporate management is required to assess adequately the significance of the market orientation for corporate success. |
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