Abstract
Since the literature on marketing and strategy reflects a discrepancy in how the concept of market orientation is defined, this article places it within a theoretical framework and defines it as an organizational strategy. To develop a valid and reliable market orientation measure and to expand the research to non-us. Economies we conducted empirical studies in Peru and Spain, and found that market orientation is linked to subjective and objective performance measures. Our definition is conceptually broader than the traditional definitions of market orientation, marketing orientation, and customer orientation.
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Camino, J.R., Ayala, V.M. (2015). Strategy Marketing Ibero-Latinamerican Perspective: Redefining Market Orientation an Organizational View". In: Spotts, H. (eds) Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11845-1_89
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DOI: https://doi.org/10.1007/978-3-319-11845-1_89
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