Attention to the realities of developing a market orientation has increased as managers endeavour to cope with the increasingly competitive contexts within which they operate. This paper considers, at the levels of organisation and individual, the transformation process within the industrial Research and Development and National Health Service sectors.
McNulty, T., Whipp, R., Whittington, R. and Kitchener, M. (1992), "Managing Market‐Oriented Change in Public and Private Sectors", Management Research News, Vol. 15 No. 5/6, pp. 36-37. https://doi.org/10.1108/eb028230
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