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| Author: | Ottesen, G.G. Gronhaug, K. |
| Title: | Exploring the dynamics of market orientation in turbulent environments: a case study |
| Journal: | European Journal of Marketing
2004 : VOL. 38:8, p. 956-973 |
| Index terms: | Market orientation Markets Environment Organization |
| Language: | eng |
| Abstract: | This article explores whether and how companies and thier management are influenced by two types of environmental turbulence which have only been given scant attention in past research on market orientation, i.e. turbolence due unpredictable supply conditions and turbolence created by frequent and unpredictable interactions with multiple market actors. The article reports a case study of one succesful company exposed to these types of environmental turbulence. Here, the focus is on central aspects of the company's environmental contact over time, including who it interacts with and the informational content and direction of interactions. |
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