The association between economic development and growth of the service sector seems indisputable. Although it is necessary to highlight that services are of a different nature from that of products, nowadays the latter are more and more penetrated by complementary services, given the circumstance that services themselves also include, occasionally, the use and consumption of products. Market orientation had been developed mainly in association with tangible products; therefore it is necessary to carry out a study where the evolution of the market orientation is reflected in the service sector independently from industrial sectors. That is why a historical summary of the evolution of market orientation on the service sector has been performed.
Esteban, Á., Millán, Á., Molina, A. and Martín‐Consuegra, D. (2002), "Market orientation in service: A review and analysis", European Journal of Marketing, Vol. 36 No. 9/10, pp. 1003-1021. https://doi.org/10.1108/03090560210437307
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