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Managing a firm's behavior through market orientation development: some empirical findings

Spiros P. Gounaris (Athens University of Economics and Business, Athens, Greece)
George J. Avlonitis (Athens University of Economics and Business, Athens, Greece)
Paulina Papastathopoulou (Athens University of Economics and Business, Athens, Greece)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 2004

Abstract

While significant empirical work exists around the conceptualization of the notion of market orientation, as well as its relation to company performance, little empirical work has attempted to sketch how a firm's behavior alters when the principles of market orientation are adopted. In this study, the authors investigate empirically the notion of market orientation continuum, according to which companies can be classified depending on the degree of adoption. Next, the behavioral implication of the company's position on the continuum is investigated. Moreover, the role of the company's market environment in explaining the degree of market orientation adoption and its classification along this continuum is also assessed. Finally, the behavioral consequences of this classification are considered.

Keywords

Citation

Gounaris, S.P., Avlonitis, G.J. and Papastathopoulou, P. (2004), "Managing a firm's behavior through market orientation development: some empirical findings", European Journal of Marketing, Vol. 38 No. 11/12, pp. 1481-1508. https://doi.org/10.1108/03090560410560209

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited