TY  - JOUR
AB  - 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.
VL  - 38
IS  - 11/12
SN  - 0309-0566
DO  - 10.1108/03090560410560209
UR  - https://doi.org/10.1108/03090560410560209
AU  - Gounaris Spiros P.
AU  - Avlonitis George J.
AU  - Papastathopoulou Paulina
PY  - 2004
Y1  - 2004/01/01
TI  - Managing a firm's behavior through market orientation development: some empirical findings
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1481
EP  - 1508
Y2  - 2024/04/26
ER  -