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


  • Christophe Haon

    () (Grenoble Ecole de Management)

  • David Gotteland

    (Grenoble Ecole de Management)

  • Alain Jolibert

    (Université de Grenoble)


(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?

Suggested Citation

  • Christophe Haon & David Gotteland & Alain Jolibert, 2009. "Orientation marché:comment l’aborder et que peut-on réellement en attendre ?," Revue Finance Contrôle Stratégie,, vol. 12(2), pages 91-105, June.
  • Handle: RePEc:dij:revfcs:v:12:y:2009:i:q2:p:91-105.

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    References listed on IDEAS

    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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    More about this item


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

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General


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