A synthesis of contemporary market orientation perspectives
Abstract
A great deal of attention has been devoted to the concept of market orientation in marketing academe and practice. Numerous perspectives have been proposed as researchers endeavor to conceptualize the market orientation construct and implement it in practice. Presents a conceptual framework that integrates five recently advanced perspectives on market orientation (Deshpande, Farley, and Webster; Kohli and Jaworski; Narver and Slater; Ruekert; Shapiro). The similarities and differences are reviewed and a synthesized conceptualization of market orientation is offered, followed by a discussion of market orientation as a managerial versus cultural phenomenon to achieving a competitive advantage.
Keywords
Citation
Lafferty, B.A. and Tomas M. Hult, G. (2001), "A synthesis of contemporary market orientation perspectives", European Journal of Marketing, Vol. 35 No. 1/2, pp. 92-109. https://doi.org/10.1108/03090560110363364
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited