Market orientation and dimensions of strategic orientation

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Date: November-December 1998
From: European Journal of Marketing(Vol. 32, Issue 11-12)
Publisher: Emerald Group Publishing, Ltd.
Document Type: Article
Length: 71 words

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Abstract :

A study was conducted to examine the premise that market oriented activities and behaviors are expressed through strategic methods which guide a company in its product-market. Competitive strategy was characterized as a critical medium to demonstrate marketing orientation. In addition, six dimensions of strategic orientation were analyzed. Results indicated the need for firms to comprehend and respond to current and prospective market circumstances by understanding their customers, competitors and market-chain entities.

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Gale Document Number: GALE|A53644604