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| Tekijä: | Elg, U. |
| Otsikko: | Market orientation processes in retailing: a cross-national study |
| Lehti: | European Journal of Marketing
2007 : VOL. 41:5/6, p.568-589 |
| Asiasana: | market orientation retailing distribution sweden italy united kingdom |
| Kieli: | eng |
| Tiivistelmä: | The aim of this paper is to provide an in-depth understanding of market orientation in retailing and to identify the specific activities that have to be understood and managed in order for a retail firm to become market oriented. Qualitative studies of six firms in Sweden, Italy and the UK were carried out, including in-depth interviews with retail managers and manufacturers. Three market orientation processes on different operational levels are identified, including critical activities that support each process. Linkages between retail market orientation and different background characteristics are also identified. The paper is a first attempt to develop a framework for market orientation in retailing based on the specific nature of retail marketing and management. |
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