Market orientation: antecedents and consequences

  • Jaworski B
  • Kohli A
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Abstract

This research addresses three questions: (1) Why are some organizations more market-oriented others? (2) What effect does a market orientation have on employees and business perform Does the linkage between a market orientation and business performance depend on the environ context? The findings from two national samples suggest that a market orientation is related to agement emphasis on the orientation, risk aversion of top managers, interdepartmental conflict nectedness, centralization, and reward system orientation. Furthermore, the findings suggest th ket orientation is related to overall (judgmental) business performance (but not market share), em organizational commitment, and esprit de corps. Finally, the linkage between a market orient performance appears to be robust across environmental contexts that are characterized by var grees of market turbulence, competitive intensity, and technological turbulence

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Authors

  • B Jaworski

  • A.K Kohli

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