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