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Practitioner problems with gauging market orientation: an exploratory investigation.

Mason, Katy and Harris, Lloyd C. (2005) Practitioner problems with gauging market orientation: an exploratory investigation. Long Range Planning, 38 (4). pp. 373-391. ISSN 0024-6301

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Abstract

Despite the credibility of the market orientation concept, it is still not being fully realised by practitioners. Many perceive their companies to be orientated to the consumer, but the evidence is contrary and the development of a genuine market orientation remains elusive. This paper identifies eight common reasons why managers misinterpret their companies’ market orientation levels and identifies what could be done to rectify the situation. These observations lead to a number of conclusions and implications for both theory and practice.

Item Type: Article
Journal or Publication Title: Long Range Planning
Uncontrolled Keywords: Market Orientation ; Management Practice
Subjects: H Social Sciences > HF Commerce
Departments: Lancaster University Management School > Marketing
ID Code: 33086
Deposited By: Dr Katy J Mason
Deposited On: 27 Apr 2010 15:01
Refereed?: Yes
Published?: Published
Last Modified: 26 Jul 2012 17:21
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/33086

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