The Current Models of Market Orientation
The paper is focused on the development of the model of market orientation. The model of market orientation looks for the factors that preceded the market orientation and detects the factors that are from the market orientation affected. At first, there is stated compilation of the new finding at definition market orientation. The second part is devoted to positive and negative influences market orientation on business performance. There is also compilation of theoretical information about marketing orientation by authors working in this field in the paper. The main conclusions are stated in the last part of the work.
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- John Dawes, 2000. "Market Orientation and Company Profitability: Further Evidence Incorporating Longitudinal Data," Australian Journal of Management, Australian School of Business, vol. 25(2), pages 173-199, September.
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