Managers' understanding of theoretical concepts: the case of market orientation

Managers are frequently exposed to abstract, theoretical concepts, of which some are attended to while others are neglected. To become meaningful for managers, new abstract concepts must be reflected upon and given content. In this paper, we explore how and to what extent managers understand and mak...

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Bibliographic Details
Published in:European journal of marketing 2002-12, Vol.36 (11/12), p.1209-1224
Main Authors: Grundvg Ottesen, Geir, Grnhaug, Kjell
Format: Article
Language:English
Subjects:
Aquaculture
Behavior
Competition
Influence
Knowledge
Management
Managerial skills
Managers
Market orientation
Marketing
Perception
Product development
Strategic business units
Studies
Theory
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Summary:Managers are frequently exposed to abstract, theoretical concepts, of which some are attended to while others are neglected. To become meaningful for managers, new abstract concepts must be reflected upon and given content. In this paper, we explore how and to what extent managers understand and make use of the exemplar concept of "market orientation". The reported findings indicate that managers' understanding and use of the concept of market orientation, in their goal-directed effort to perform, are influenced by the actual context in which they are embedded and operate. Our findings also indicate that managers' understanding of market orientation can deviate substantially from the meaning reflected in the academic literature.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090560210451022