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Benchmarking against the theory of market orientation

Lloyd C. Harris (Tutorial Fellow, Cardiff Business School, University of Wales at Cardiff, UK)

Management Decision

ISSN: 0025-1747

Article publication date: 1 March 1996


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.



Harris, L.C. (1996), "Benchmarking against the theory of market orientation", Management Decision, Vol. 34 No. 2, pp. 25-29.




Copyright © 1996, MCB UP Limited