Benchmarking against the theory of market orientation

Lloyd C. Harris

doi:10.1108/00251749610110292

Benchmarking against the theory of market orientation

Lloyd C. Harris

MSM Marketing

Research output: Contribution to journal › Review article › peer-review

Abstract

The 1990s have seen a flurry of academic and practitioner interest in market orientation as a business philosophy. However, despite theoretical advances in models of market orientation, the development of market orientation still remains a significant problem for executives. Critically reviews the Jaworski and Kohli model of market orientation. Reviews Jaworski and Kohli’s consequences and antecedents to market orientation, develops managerial implications and forwards a management agenda.

Original language	English
Pages (from-to)	25-29
Number of pages	5
Journal	Management Decision
Volume	34
Issue number	2
DOIs	https://doi.org/10.1108/00251749610110292
Publication status	Published - 1 Mar 1996

Keywords

Market orientation
Marketing management
Strategy

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1108/00251749610110292

Cite this

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Benchmarking against the theory of market orientation

Abstract

Keywords

UN SDGs

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