Benchmarking against the theory of market orientation

Abstract

The 1990s have seen a flurry of academic and practitioner interest in market orientation as a business philosophy. However, despite theoretical advances in models of market orientation, the development of market orientation still remains a significant problem for executives. Critically reviews the Jaworski and Kohli model of market orientation. Reviews Jaworski and Kohli’s consequences and antecedents to market orientation, develops managerial implications and forwards a management agenda.

Citation

Harris, L.C. (1996), "Benchmarking against the theory of market orientation", Management Decision, Vol. 34 No. 2, pp. 25-29. https://doi.org/10.1108/00251749610110292