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posted on 2019-06-28, 10:06 authored by John CadoganA 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 MarketingPages
407 - 421Citation
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
RoutledgeVersion
- AM (Accepted Manuscript)
Rights holder
© The AuthorPublisher 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
2020-12-08Copyright date
2021ISBN
9781138489080; 9781351038669Publisher version
Book series
Routledge Companions in Business, Management and MarketingLanguage
- en