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Developing a Market Orientation - Rohit Deshpande

Developing a Market Orientation

By: Rohit Deshpande (Editor)

Paperback Published: 1st May 1999
ISBN: 9780761916932
Number Of Pages: 328

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The Marketing Service Institute has a 38 years history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation' has only been available as a series of working papers, is now presented in book form for the first time by Sage Publications.

This book demonstrates the importance of market orientation on organizational culture ( the shared set of values in putting customer first), on strategy (creating superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating an d satisfying customers)

Introduction
Market Orientation
The Construct, Research Propositions and Managerial Implications
The Effect of Market Orientation on Business Profitability
Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms
A Quadrad Analysis
Market Orientation
Antecedents and Consequences
Market Orientation, Performance and the Moderating Influence of Competitive Environment
Does Market Orientation Matter for Small Firms?
Market Orientation and Business Performance
An Analysis of Panel Data
Understanding Market Orientation
A Prospectively Designed Meta-Analysis of Three Market Orientation Scales
Market Orientated Is Not Enough
Build a Learning Organization
The Influence of Market Orientation on Channel Relationships
A Dyadic Examination
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761916932
ISBN-10: 0761916938
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 328
Published: 1st May 1999
Publisher: SAGE Publications Inc
Country of Publication: US
Dimensions (cm): 23.5 x 16.51  x 1.91
Weight (kg): 0.45

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