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Market orientation: Review, refinement, and roadmap

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Journal of Market-Focused Management

Abstract

Over the past ten years, significant progress has been made in the market orientation area. Scholarly attention has focused on the definition, measurement, and impact of a market orientation. Attention has also focused on organizational drivers of market orientation and its enhancement. Despite progress, several research challenges remain and rich opportunities exist for further work in the area. This paper critically reviews the “state-of-the-art” and offers a roadmap for future work in the area. The review primarily focuses on (1) the meaning of market orientation, (2) its relationship with several emerging topics/themes in the literature (e.g., market information processing, organizational learning, knowledge use, industry foresight and driving markets), (3) the quality of market-oriented behaviors, (4) impact of market orientation, and (5) issues in enhancing market orientation. We conclude with a conceptual synthesis and methodological suggestions.

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Authors and Affiliations

  1. Department of Marketing, University of Southern California, 90089, Los Angles, CA, USA

    Bernard J. Jaworski

  2. Department of Marketing, University of Texas, 78712, Austin, TX, USA

    Ajay K. Kohli

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  1. Bernard J. Jaworski
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  2. Ajay K. Kohli
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Jaworski, B.J., Kohli, A.K. Market orientation: Review, refinement, and roadmap. J Market-Focused Manage 1, 119–135 (1996). https://doi.org/10.1007/BF00128686

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