search query: @indexterm MARKET RESEARCH / total: 2057
reference: 18 / 2057
| Author: | Raaij, E. M. van Stoelhorst, J. W. |
| Title: | The implementation of a market orientation. A review and integration of the contributions to date |
| Journal: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1265-1293 |
| Index terms: | market orientation performance management marketing management market research statistical methods |
| Language: | eng |
| Abstract: | The paper aims to review the market orientation literature from a managerial perspective and to discuss and integrate the implementation lessons that can be drawn from it. The study draws on an integrative model of marketing orientation to organize the implementation lessons from the literature into an actionable approach to implementing a market orientation. Findings show that the literature offers a rich, yet fragmented, picture of what market orientation is, and how it can be improved. |
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