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Market Orientation in a Digital World

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  • Ajay K. Kohli

Abstract

The concept of market orientation was introduced in the early 1990s as entailing three sets of activities: generation, dissemination and responsiveness to market intelligence. Since then the World Wide Web has ushered in a sea change in the way people communicate and interact. This article explores the impact of the still-developing digital technologies on market orientation. In particular, it examines how the practice of each of the three components of market orientation is being impacted by digital technologies, and whether market orientation continues to be important for business organizations. The discussion identifies opportunities presented by digital technologies as well as difficulties generated by them.

Suggested Citation

  • Ajay K. Kohli, 2017. "Market Orientation in a Digital World," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 203-205, June.
    • Handle: RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s203-s205
    DOI: 10.1177/0972150917700769
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    Cited by:

    1. Rosita Capurro & Michele Galeotti & Stefano Garzella, 2018. ""Mondo reale-tradizionale" e "mondo digitale", strategie aziendali e web intelligence: il futuro del controllo e della gestione delle informazioni," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2018(2 Suppl.), pages 83-111.

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    Keywords

    Market orientation; digital technologies;

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