search query: @freeterm customer orientation / total: 3
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| Author: | Sorensen, H. E. |
| Title: | Why competitors matter for market orientation |
| Journal: | European Journal of Marketing
2009 : VOL. 43:5-6, p. 735-761 |
| Index terms: | competition customers market orientation company performance |
| Freeterms: | customer orientation |
| Language: | eng |
| Abstract: | The purpose of this article is to investigate whether it is meaningful to decompose market orientation into customer orientation and competitor orientation and what implications this decomposition may have for researchers and practitioners. Findings suggest that, while competitor orientation is positively related to a firm's market share, a customer orientation is detrimental to a firm's return on assets for firms in less competitive environments. |
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