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A literature review on market orientation: the concept and its application

日期:2018年01月15日 编辑: 作者:无忧论文网 点击次数:2610
论文价格:300元/篇 论文编号:lw200703312318113137 论文字数:5000 所属栏目:微观经济学论文
论文地区: 论文语种:English 论文用途:职称论文 Thesis for Title
Throughout the last two decades, market orientation has not only attracted a lot of interests with both academics and practitioners, but also taken a central role in discussions about marketing management and strategy. Because of its significant managerial relevance, a large amount of correlative studies on market orientation have been taken. In analyzing the literature on market orientation, it is essential to realize that there are primarily three subjects in market-orientated study, namely the construct of market orientation, the antecedents of market orientation and the relationship between market orientation and its performance consequences. Many scholars devote themselves to taking an in-depth study in these three aspects and indeed they have made great contributions to set up basic constructs of market orientation. In the meantime, a feasible application system has been established by means of empirical research and has provided remarkable management implementations. Nevertheless, it is crucial to note that these studies either on conceptual or empirical base vary from each other and are the lack of consensus what construct and measurement of market orientation are. Thus, the potential contribution of market orientation still can not be entirely represented.