Forms of market orientation and firm performance: A complementary approach

被引：0

作者：

Kirca A.H. ^{[1
]}

Bearden W.O. ^{[2
]}

Hult G.T.M. ^{[1
]}

机构：

[1] Eli Broad Graduate School of Management, Michigan State University, East Lansing, 48824, MI

[2] Moore School of Business, University of South Carolina, Columbia, 29208, SC

来源：

AMS Review | 2011年 / 1卷 / 3-4期

关键词：

Market orientation; Organizational performance;

D O I：

10.1007/s13162-011-0020-3

中图分类号：

学科分类号：

摘要：

The nature of the market orientation concept has been a subject of heated debate in the marketing and management strategy literature in recent years. In efforts to contribute to the ongoing debate, the authors propose a framework that describes four forms of market orientation (i.e., active, ceremonial, emergent, and inactive market orientation) based on the behavioral and cultural components of market orientation. In addition, a series of propositions are developed that summarize the effects of the four forms of market orientation for customer relationship and financial performance. The managerial implications and avenues for research that emerge from the proposed framework are also discussed. © 2011, Academy of Marketing Science.

引用

页码：145 / 153

页数：8

共 47 条

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