Contrasts traditional market‐oriented behaviors with “second generation” market‐oriented behaviors. Argues that, in order to sustain competitive advantage, businesses must practice second generation behaviors.
Slater, S.F. (2001), "Market orientation at the beginning of a new millennium", Managing Service Quality: An International Journal, Vol. 11 No. 4, pp. 230-233. https://doi.org/10.1108/EUM0000000005609
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