Die Konzeptualisierung der Marktorientierung in einer Marketingorganisation

Abstract

„The marketing concept has been a paradox in the field of management. For over 40 years managers have been exhorted to „stay close to the customer“, „put the customer at the top of the organizational chart“, and define the purpose of a business as the creation and retention of satisfied customers. Companies that are better equipped to respond to market requirements and anticipate changing conditions are expected to enjoy long-run competitive advantage and superior profitability ... however ... little was known about the defining features or attributes of this organizational orientation, and evidence as to the antecedents and performance consequences was mainly anecdotal. Consequently, managers had little guidance on how to improve or redirect their organizations’ external orientation toward their markets“ (Day 1994a, S. 37).