Becoming market oriented

Although the marketing concept has been emphasized in business periodical and academic literature over the past decade, a more transorganizational framework is needed for becoming market oriented. A structural perspective from sociology can be adapted to identify when a firm lacks a market orientati...

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Bibliographic Details
Published in:Journal of business research 1992-05, Vol.24 (3), p.191-207
Main Authors: Lichtenthal, J.David, Wilson, David T.
Format: Article
Language:English
Subjects:
Implementations
Market orientation
Market planning
Market strategy
Norms
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Summary:Although the marketing concept has been emphasized in business periodical and academic literature over the past decade, a more transorganizational framework is needed for becoming market oriented. A structural perspective from sociology can be adapted to identify when a firm lacks a market orientation and to offer ways of instilling greater market orientation simultaneously across departmental boundaries.
ISSN:0148-2963
1873-7978
DOI:10.1016/0148-2963(92)90018-7