search query: @author Helfert, G. / total: 5
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| Author: | Helfert, G. Ritter, T. Walter, A. |
| Title: | Redefining market orientation from a relationship perspective: theoretical considerations and empirical results |
| Journal: | European Journal of Marketing
2002 : VOL. 36:9-10, p. 1119-1139 |
| Index terms: | MARKET ORIENTATION RELATIONSHIP MARKETING ALLIANCES |
| Language: | eng |
| Abstract: | Many studies have shown that market orientation is important for firms because it has a positive impact on performance. However, several studies have indicated that the relation between a firm's market orientation and its success is sometimes weak and that moderating variables need to be considered at least under certain circumstances. As such the overall message from the market orientation studies is not clear. The usefulness of the market orientation concept must be also questioned when looking at the realities of business markets. In most if not all cases the firms' "surroundings" should be seen as a network of inter-organizational relationships rather than an anonymous market. Therefore, in this paper the notion of market orientation is explored with particular focus on inter-organizational relationships. |
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