| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1027160 | Australasian Marketing Journal (AMJ) | 2011 | 4 Pages |
Abstract
Market orientation (MO) research is beset with conceptual and measurement difficulties. Researchers freely acknowledged these difficulties, but all too often fail to modify their research designs. Modifications to standard MO research designs would help to advance our understanding of the relationship between MO and business performance. More radical extensions would help us understand concepts related to MO, such as sense-making by managers.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Mark D. Uncles,