Barriers to market orientation: the myths and realities
Abstract
Delves into market orientation and gives its true definition as ‘the organizational culture that most effectively and efficiently creates the necessary behaviours for the creation of superior value for buyers and, thus, continuous superior performance for the business’. Looks at possible barriers, a marketing culture, and the dominant culture. Concludes that much work on barriers to market orientation has been ill focused.
Keywords
Citation
Kippenberger, T. (1998), "Barriers to market orientation: the myths and realities", The Antidote, Vol. 3 No. 5, pp. 12-15. https://doi.org/10.1108/EUM0000000006565
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited