DOI: 10.5176/2251-2098_EMG13.04
Authors: Samit Chakravorti
Abstract: This paper investigates market orientation across markets. It reviews past research on market orientation between 1995 and 2012 discussing, comparing and contrasting the concept of market orientation, antecedents of market orientation and its effect of firm performance.
The intent is to investigate the differences and similarities across countries and build a updated foundation of market orientation in global markets for both academia and industry. Findings show that there are similarities and differences across countries both in what affects market orientation and market orientation’s effect on firm performance.
There are more differences between developed and developing economies than similarities and the reverse is true within developed and within the developing worlds. External environmental factors such as economy and culture, organizational factors such as centralization and market factors such as technology changes affect the development and sustenance of market orientation. Market orientation positively affects a broad range of performance variables from objective to subjective, and financial, to organizational to market.
Keywords: market orientation; international marketing; customer orientation,
Updating...