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| Tekijä: | Jaworski, B.J. Kohli, A.K. |
| Otsikko: | Market orientation: antecedents and consequences (Marketingtheorie) |
| Lehti: | Journal of Marketing
1993 : JUL, VOL. 57:3, p. 53-70 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | This article reviews of the literature on market orientation and discusses hypotheses on the antecedents and consequences of the orientation. While internal as well as external factors can be seen as antecedents of market orientation (Lusch and Laczniak 1987), this study focuses on internal factors. This embodies a more applied orientation , because managers have more control over internal antecedents. Two large scale investigations to test these hypotheses are described, followed by a discussion of the results. The paper concludes with the relevance of the findings and future research directions. |
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