Strathprints Home | Open Access | Browse | Search | User area | Copyright | Help | Library Home | SUPrimo

Market orientation development : a comparison of industrial vs. consumer goods companies

Avlonitis, George and Gounaris, Spiros (2001) Market orientation development : a comparison of industrial vs. consumer goods companies. Journal of Business and Industrial Marketing, 16 (5). pp. 354-81.

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

While significant empirical work exists around the conceptualization of the notion of market orientation (MO), as well as its relation to company performance, little empirical work has attempted to depict the actual steps a company has to take in order to increase its adaptability to market situation and, thus become market oriented. Furthermore, no empirical work has attempted so far to investigate the degree of MO between companies producing consumer goods vs companies producing industrial goods. By examining a number of research propositions, this paper attempts to investigate the marketing practices of consumer goods producers vis-à-vis the practices of companies that participate in industrial markets and to discriminate industrial from consumer goods companies based on their marketing practices and MO adoption profile.

Item type: Article
ID code: 41007
Keywords: market orientation, consumer marketing, industrial marketing, market development, comparison, industrial, consumer goods, Marketing. Distribution of products, Business and International Management, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Pure Administrator
    Date Deposited: 03 Sep 2012 15:00
    Last modified: 05 Sep 2014 17:31
    URI: http://strathprints.strath.ac.uk/id/eprint/41007

    Actions (login required)

    View Item