Market orientation is an attitude, i.e. a state of mind – not a theory or an operational variable. This attitude focuses on the stimuli inherent in market demand and perceived commercial opportunities. Successful market orientation requires both adaptability of structural parameters and a high level of efficiency in established processes. Market orientation occurs on different levels of aggregation in the economy and has implications for (a) the market, (b) exchange, and (c) organisations. This universe is currently being subjected to increasing forces of compression: distances in time and space are shrinking. Macro‐economic changes must be analysed parallel with the development of business ideas, the responses of marketing activities to new situations and continuous processes of internal reform and innovation. Rightly perceived as a complex issue, market orientation leaves greater scope for business decisions.
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