Market orientation and profitability
chapterposted on 2019-06-28, 10:06 authored by John 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.
- Business and Economics
Published inThe Routledge Companion to Strategic Marketing
Pages407 - 421
CitationCADOGAN, 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.
- AM (Accepted Manuscript)
Rights holder© The Author
Publisher statementThis 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.
Book seriesRoutledge Companions in Business, Management and Marketing