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| Tekijä: | Dennis, N. Macaulay, M. |
| Otsikko: | "Miles ahead" - using jazz to investigate improvisation and market orientation |
| Lehti: | European Journal of Marketing
2007 : VOL. 41:5/6, p.608-623 |
| Asiasana: | marketing music |
| Vapaa asiasana: | market orientation strategic marketing marketing planning |
| Kieli: | eng |
| Tiivistelmä: | The aim of this article is to examine ways in which improvisation can be used to enhance and advance market orientation. The article draws upon existing market orientation literature and musical theory to extend the authors' previous work of the need for improvisation in strategic market planning (SMP) into a wider area of market orientation. The article proposes a conceptual matrix to illustrate four basic levels of market oriented improvisation and provides a new definition of market orientation, which posits improvisation as a central element. |
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