IDEAS home Printed from https://ideas.repec.org/a/sym/journl/12y2001i2.html
   My bibliography  Save this article

Market-Orientation and Corporate Performance

Author

Listed:
  • Jean-Jacques Lambin

    (University of Louvain)

  • Ruben Chumpitaz

    (University of Lille)

Abstract

Market-orientation is generally referred to the basic orientation that governs the relationship of a firm with its market and, more particularly, with its customers. Now, in many firms, MO is treated like the marketing concept. This traditional view of MO has two main drawbacks: first of all it overlooks market actors other than customer (i.e. distributors, competitors and prescribers). Then, this functional perspective leads to confine the concept of MO to the activities generally conducted by the marketing function, underestimating the value creation potential of other functions. This confusion about the scope of the MO concept is in part explained by the lack of clarity on the definition of the marketing concept which, especially in American literature, is treated as operational marketing: the 4 Ps. By converse, the concept of MO has three dimensions and that a distinction should be made between the MO as a management philosophy (culture), as a tool of strategic thinking (analysis) and as a commercial activity of the company (action).

Suggested Citation

  • Jean-Jacques Lambin & Ruben Chumpitaz, 2001. "Market-Orientation and Corporate Performance," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Market-.
    • Handle: RePEc:sym:journl:12:y:2001:i:2
    as

    Download full text from publisher

    File URL: https://symphonya.unicusano.it/article/view/2001.2.03lambin.chumpit
    File Function: First version, 2001
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Maria E. Garbelli, 2002. "Over-Supply and Manufacturing Localization," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.
    2. Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sym:journl:12:y:2001:i:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Silvio M. Brondoni (email available below). General contact details of provider: https://www.unicusano.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.