Market Orientation: The Construct, Research Propositions, and Managerial Implications

  title={Market Orientation: The Construct, Research Propositions, and Managerial Implications},
  author={Ajay K. Kohli and Bernard J. Jaworski},
  journal={Journal of Marketing},
  pages={1 - 18}
The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the… Expand
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