Researching market orientation and business performance

被引：7
作者：
Uncles, Mark D. [1 ]
机构：
[1] Univ New South Wales, Australian Sch Business, Sydney, NSW 2052, Australia
来源：
AUSTRALASIAN MARKETING JOURNAL | 2011年 / 19卷 / 03期
关键词：
Market orientation; Business performance; Marketing concept; Sense-making;
D O I：
10.1016/j.ausmj.2011.04.006
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Market orientation (MO) research is beset with conceptual and measurement difficulties. Researchers freely acknowledged these difficulties, but all too often fail to modify their research designs. Modifications to standard MO research designs would help to advance our understanding of the relationship between MO and business performance. More radical extensions would help us understand concepts related to MO, such as sense-making by managers. (C) 2011 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.
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页码：161 / 164
页数：4
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