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Orientation marché:comment l’aborder et que peut-on réellement en attendre ?

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Author Info

  • Christophe Haon

    ()
    (Grenoble Ecole de Management)

  • David Gotteland

    (Grenoble Ecole de Management)

  • Alain Jolibert

    (Université de Grenoble)

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    Abstract

    (VF)L’impact positif de l’orientation marché, qui est une orientation stratégique des organisations, sur leur performance est communément admis. Pourtant, certains travaux peinent à observer cet effet. Dans cet article, nous proposons un état des connaissances établies sur ce point : l’orientation marché a-t-elle réellement un impact positif et dans quelles circonstances l’observe-t-on ? Au-delà de sa contribution à la performance commerciale d’une organisation, l’orientation marché contribue- t-elle à sa performance financière ?(VA)The positive effect of market orientation on organizational performance is widely acknowledged. However, several studies fail to produce convincing evidence of such a positive impact. In the present article, we review established knowledge in this field. Does market orientation truly have a positive impact, and under which circumstances one might observe it? Does market orientation also contribute to the firm’s financial performance?

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    File URL: http://leg2.u-bourgogne.fr/rev/122105.pdf
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    Bibliographic Info

    Article provided by revues.org in its journal Revue Finance Contrôle Stratégie.

    Volume (Year): 12 (2009)
    Issue (Month): 2 (June)
    Pages: 91-105

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    Handle: RePEc:dij:revfcs:v:12:y:2009:i:q2:p:91-105.

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    Related research

    Keywords: Orientation marché; méta analyse; performance; market orientation; meta-analysis.;

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    1. Lichtenthal, J. David & Wilson, David T., 1992. "Becoming market oriented," Journal of Business Research, Elsevier, vol. 24(3), pages 191-207, May.
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