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Market orientation and profitability

chapter
posted on 28.06.2019, 10:06 by John CadoganJohn Cadogan
A vast body of literature attends to the market orientation of businesses, and much of that literature appears to show that market orientation and profitability are linked. Unfortunately, the nature of the linkage is not easy to specify, since the literature pool presents many different competing findings. This essay presents a much-condensed summary of the literature base, and in so doing, highlights how, despite the confusion within the literature, for many firms, being more market-oriented than the competition is probably a good thing. However, there is sufficient evidence in the literature to indicate that for some companies, high levels of market orientation may not be ideal. The essay investigates how marketing strategists can go about identifying the extent to which their firm should adopt market orientation.

History

School

  • Business and Economics

Department

  • Business

Published in

The Routledge Companion to Strategic Marketing

Pages

407 - 421

Citation

CADOGAN, J.W., 2020. Market orientation and profitability. IN: Schlegelmilch, B. and Winer, R. (eds.) The Routledge Companion to Strategic Marketing. Abingdon, Oxon: Routledge, pp.407-421.

Publisher

Routledge

Version

AM (Accepted Manuscript)

Rights holder

© The Author

Publisher statement

This is an Accepted Manuscript of a book chapter published by Routledge in The Routledge Companion to Strategic Marketing on 8 December 2020, available online: http://www.routledge.com/9781138489080.

Publication date

2020-12-08

Copyright date

2021

ISBN

9781138489080; 9781351038669

Book series

Routledge Companions in Business, Management and Marketing

Language

en

Editor(s)

Bodo B. Schlegelmilch; Russell S. Winer

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