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Scoping the market orientation literature from 2009 to 2013: a review of the concept and the discussions found across a range of academic disciplines

Author

Listed:
  • Marie Ashwin-Hirst Ashwin

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Alan Hirst

    (AU - Assumption University of Thailand)

Abstract

A wide-ranging debate about the concept of market orientation continues to generate interest amongst academics across a number of disciplines around the world. The definitions and differing approaches found in the literature reveal that although many are complementary, there continue to be contradictions between the various perspectives. Nevertheless, the concept generates lively debate whether taken from a behavioural or a cultural perspective, with many authors addressing the two, as they discuss the implications of market orientation upon organizational performance. After evaluating the contributions of various authors using a range of approaches, this paper presents a model which illustrates the convergence of ideas as a multi-dimensional construct of market orientation, each of which has different implications for customer-orientated or performance-orientated organizations.

Suggested Citation

  • Marie Ashwin-Hirst Ashwin & Alan Hirst, 2014. "Scoping the market orientation literature from 2009 to 2013: a review of the concept and the discussions found across a range of academic disciplines," Post-Print hal-01992068, HAL.
    • Handle: RePEc:hal:journl:hal-01992068
    DOI: 10.1080/0965254x.2014.970213
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    Cited by:

    1. Abbu, Haroon R. & Gopalakrishna, Pradeep, 2021. "Synergistic effects of market orientation implementation and internalization on firm performance: Direct marketing service provider industry," Journal of Business Research, Elsevier, vol. 125(C), pages 851-863.
    2. Gianluca Vagnani & Michele Simoni, 2016. "Technological uncertainty, market orientation and firms? economic performance," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(2), pages 143-167.

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