Market orientation: The construc

Scholary Paper aus dem Jahr 2001 im Fachbereich Wirtschaft - Unternehmensführung, Management, Organisation, einseitig bedruckt, Note: 2,0 (B), Otto-von-Guericke-Universität Magdeburg (Economics), Veranstaltung: Management Theory, 13 Eintragungen im Literaturverzeichnis, Sprache: Englisch, Abstract: Very little attention has been given to organizational processes, such as market orientation. That is one reason why hardly anybody can explain the term. Market orientation means the implementation of the marketing concept and represents a long-term advantage. Because a market orientation is not easily engendered, it may be considered an additional and distinct form of sustainable competitive advantage. In this paper the domain of the market orientation construct will be clarified and a working definition provided.